Dive Brief:

• Airline company Lufthansa has teamed up with Opera Mediaworks and Celtra to make mobile ads that are actually engaging and not just a buzz word. 
• The campaign encourages social media users to take "selfie" that can be transferred on to the background of popular travel destinations around the world, such as Paris and Rome. 
• The final selfie product can then be turned into a postcard which can also be shared across social media. 

Dive Insight: 

Lufthansa's campaign has found a way to encourage real engagement. The campaign is similar to the murals that have head holes and make it appear as if your face is on another body, but this time it looks like you're in Paris on social media. The playful and social nature of the campaign will make tracking the amount of engagement it actually receives interesting.