Russia's S7 Airlines created an innovative game / stunt for Muscovites last week, to tie in with its current campaign through Wieden & Kennedy Amsterdam, which is all about the power of imagination.
The Imagination Machine, created by W&K in collaboration with experience design and engineering firm Tellart Amsterdam, uses an EEG-brainwave headset to measure people's brain activity as they try to "steer" a plane to their dream destination on a projection-mapped globe.
Customers in Moscow's Afimall City mall were seated in front of the globe having first been instructed to choose their destination, and asked to concentrate. Their brainwave information was then sent from the headset to the Imagination Machine's flight path algorithm as they were given 45 seconds to focus on landing the plane at their destination. If they succeeded, they won a round trip to their dream destination along with 5,000 S7 Airlines miles.
The stunt took place last week, with 200 people taking part throughout the day. 50 participants won the main prize, while those who took part but who weren't successful in landing their plane also received 5,000 air miles.