Delta Air Lines: Cloud campaign delivers clear message

Paradoxically, the game’s call to action is for players to ‘unbored’ themselves. Cloud Gazer, which may cause participants to question their very existence, advertises Delta’s range of inflight entertainment facilities. The online game cajoles gamers into building points by clicking on clouds that may take up to 30 seconds to appear. The player with the highest score will win a flight to a destination of their choice, but if a player is inactive for more than 30 seconds the game ends.

The pointless and frustrating nature of the game contrasts with new facilities Delta is offering flyers. The latest cinema releases will be available for people to watch, along with tv series such as Game of Thrones and Homeland. Content will be hosted on the plane so viewers needn’t worry about falling victim to boredom waiting for it to load.

The approach taken by Delta resonates with our Frustration Marketing microtrend. Cloud Gazer differentiates itself from run-of-the-mill advertising campaigns by inviting consumers to participate in the drudgery of a pointless exercise that is in stark contrast to the product being advertised. The approach also resonates with the fake airline and six-hour film that Virgin America created to show how unpleasant flying could be with lesser airlines.