• by Karl Greenberg , April 2, 2007

AirTran Airways is launching an online game starring a virtual version of Indy racing star Danica Patrick. The game, AirTran Raceway (www.airtranraceway.com), via Chicago-based Cramer-Krasselt, promotes AirTran's A+ Rewards, the airline's frequent-flier program.

The Atlanta-based airline, sponsors of Andretti Green Racing and Danica Patrick, will reward tickets to online gamers who score the fastest times. Players can choose to race Patrick at tracks set at airports, in airport-themed racing vehicles like a supercharged luggage cart or a catering truck.

The game includes sound bites from Patrick commending or deriding her online competitors' racing skills.

The company is supporting with a 30-second TV spot to air during televised races and with online banner ads on Yahoo, MSN, AOL and other portals. The company will also advertise on travel sites like Expedia and Orbitz. Posters in various airports feature Patrick and promote the game.

The airline also will have a presence at Indy races, with street teams handing out racing decals, hats, T-shirts and posters, and direct fans to airtranraceway.com. Also, AirTran Airways has a tent at the races for fans to try the game and sign up for the frequent-flier program.

"Online entertainment is becoming an integral component to all brand campaigns," says Karen Seaman, executive vice president/general manager of C-K Chicago, in a release. "We set out to create online content that would encourage people to sign up for A+ rewards, while giving them a chance to 'play' with the brand."