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Cathay Pacific DollsCathay Pacific's First Twitter Contest

Source: Cathay Pacific CXworld (November 2009, Issue 164)


Cathay Pacific's US and Canadian teams have supplemented their traditional marketing strategy by embracing the Twitter phenomena in an attempt to engage further with their online customers.


Tied to the promotion of a collector's set of historical uniform dolls, Cathay Pacific are running a Twitter-based competition which runs from 28 October to 5 November.


Followers of both @CathayPacificUS and @CathayPacificCA receive daily tweets hinting at the location, somewhere in the world, of one of the historical dolls. These hints are supported by a further hint image found on the contest webpage.


Followers who tweet the correct answer daily stand a chance of winning a doll and going into a grand-prize draw to win a pair of round-trip tickets to Hong Kong and the entire collection of dolls in a special display case.


To successfully complete this Twitter contest for Cathay Pacific, Equinox Design developed an entry collation engine, based on the Twitter API, that allows for the gathering of correct entries that fall within each day's contest period, over the nine days of the contest.


The Twitter contest is supported by a webpage which cycles through time-based hints and information which keep entrants well-informed pre, during and post each day's contest period.



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