gaming the upgrade system
Waiting in the airport to board your flight sucks. Seeing random people get upgraded while you're stuck in coach next to some shoe-taking-off, chatty, nail-clipping jerk, sucks. Realizing this, Air France made a fun little game out of the whole ordeal.
To promote their new business class cabins, passengers in Singapore and Japan were challenged to play a simple, fifteen minute mobile game where they competed against each other for a business class upgrade.
The best promotions (like this) are those so good you go, DUH? afterwards. We can only hope this takes off (pun intended) with other airlines to bring a little fun to an otherwise crappy experience.