Viking Line

Massive impact and sales records with a gamified e-commerce campaign.



Viking Line wanted to find a way to sell more tickets and fill up their ferries on the Helsinki - Tallinn and Turku-Stockholm routes during the summer.

The challenge was to come up with something new and interesting for the target group to take action and buy tickets for a cruise during summertime.


Our approach

Loyaltic crafted a concept named #happy6hours that was based on the cruise time and would resonate with the target group. The consumers had the chance to win rebates and free cruises when they played the Viking Line instant-win game. A set of social media ads were created to attract four different key target groups to the campaign website with the clear target to generate conversions in terms of sold tickets.



The bookings went through the roof and Viking Line sold more trips than ever before during the summer period. The instant-win game was played more than 130 000 times and the site received more than 90 000 visits. More than 12 000 trips were sold through the campaign. Gamification had now become an important tactic for Viking Line to generate massive impact.