Imagination Machine

The Idea

S7 Airlines flies to over 900 destinations in partnership with oneworld.
To inspire Russians to go out there and explore the wonders of our world
we launched a unique interactive project. We allowed people to fly to the place of their dreams
using only the power of their imagination, and turned their brains into game controllers using neurotechnology.
If participants were able to steer a mind-controlled virtual plane to their dream destination,
then S7 Airlines would actually fly them there.

How it works

Step 1: Calibration

After asking the user to choose their dream destination, we mounted an EEG biosensor on their head
and showed them an iconic image of the destination they’ve picked.
The participant had 30-seconds to concentrate on that picture,
imagine their dream destination and practice their concentration.
During calibration the image went in and out of focus according to the participant’s level of concentration.

Step 2: Gameplay

The participant was guided to a chair in front of a 2-meter projection mapped globe.
As soon as the game started two paths appeared on the globe:
one ideal direct path to the destination and one that followed the data of the participant’s level of concentration.
A meter around the plane gave participants real time feedback on how focused he or she was.
The more the participant was able to concentrate on their dream destination
the closer the virtual plane would stick to the ideal flight path.

Step 3: Win / Lose

If the participant was able to stay focused for 45-seconds of gameplay,
they would win a round trip ticket to the actual destination.
The Imagination Machine also took a picture of the participant at their highest level of their focus
and everyone playing the game received 5,000 S7 Priority air miles.

Step 4: Sharing

The Imagination Machine took automatically a picture of every participant at the highest level
of their concentration during the game.
It showed a curve of the participant’s brainwave data and was sent straight out to their email account.

The Results

Views Icon

1.3+ million views
of the event film
after one week

Earned media Icon

82+ million
earned media views
after one week

Loyalty program signup Icon

4.500+ People
signed up to the loyalty
program on the day of the event

Increase in bookings Icon

20% increase
in online bookings

In the end, 49 people won but The Imagination Machine left everyone thinking
about the place of their dreams and an airline that can take them there.

S7 Airlines