Lufthansa Airlines came up with a fun way to get consumers to pay really close attention to their online “Passengers on Tour” promotional campaign. It turned each advertisement into a “Where’s Waldo” – like game, inviting viewers to find the Lufthansa tourist(s) in each picture for the chance to be entered into a raffle for daily and grand prizes. Lufthansa’s Munich-based online marketing agency, Plan Net, commissioned 14 illustrators from around the world to capture the attractions and excitement of 14 specific destinations that the airline serves. With so much to see and so much going on, each picture begs to be explored from edge to edge. The campaign took its inspiration from German “wimmelbilder” (hidden object) books, children’s picture books teeming with details, people, animals, and things. Each image features dozens of vignettes of everyday scenes that are connected by the shared environment. The Lufthansa ads took the meaning of hidden objects literally by inviting viewers to click on the Lufthansa tourist in the picture. Choose right and you’re in the daily raffle. The more often you play, the greater your chances in the grand raffle – incentive to keep coming back to look at all 14 ads.