Lufthansa copies SAS, but who cares? Up for grabs 100,000 Miles&More miles with the new "My Lufthansa Group Challenge"

In the marketing world, and particularly in the travel industry, originality is overrated: what really matters is know how to copy well.

As a result of numerous reports, it is evident that this challenge is only for a certain group of users, many have written to me that they have activated it, but many more have written to me that they do not see it. I feel sorry for those who have not been "affected" by this challenge.

A prime example of this is Lufthansa, which has decided to take inspiration from (not to say replicate) one of the most successful initiatives of recent months: the "Who Wants to be a Millionaire?" quiz launched by SAS, which offered up to 1 million EuroBonus points. And for those who think that the SAS initiative was a failure, it is enough. read the recent article that came out on CNN where it is clear that Scandinavian, in the end, gained from this activities.

The German company, on the other hand, has chosen a similar path but with much smaller ambitions: thus was born the "My Lufthansa Group Challenge", with a maximum reward of just 100,000 Miles&More miles (and to one lucky person).

What is the My Lufthansa Group Challenge?

It is a challenge available in the official Miles&More app, designed, probably, to get ITA Airways into the rotations and thoughts of German frequent flyer members. The purpose of the challenge is to fly with the highest number of LH group carriers in the next 3 months since the challenge is active from May 6 to July 31, 2025, so you have all summer to get the bonus points.

What do you win?

The main prize is a single package from 100,000 Miles&More, awarded to everyone who completes all three levels of the challenge. Not bad, though compared with the 1,000,000 raffled off by SAS, it sounds a bit like a consolation prize and especially the difference is made by the various steps.

The challenge is divided into three intermediate stages:

1. Fly with 3 companies different and you get 5,000 miles miles&more
2. Fly with 5 Companies different and you get 35,000 miles miles&more
3. Fly with 7 companies different and you get 60,000 miles miles&more

If you then complete the three steps you get the 100k miles&more.

Here is the full list of which companies are participating :

1. Lufthansa
2. SWISS International Air Lines
3. Austrian Airlines
4. Brussels Airlines
5. Eurowings
6. Discover Airlines
7. Air Dolomiti
8. Lufthansa City
9. ITA Airways

Beware, however: not all flights operated by these companies necessarily qualify. Only what is actually flown and properly credited counts.

Goal Achievement: attention to detail to accumulate miles

In order for flights to count toward the challenge, they must meet some specific conditions. Here are the rules to keep in mind:

• Only flights operated during the promotional period by one of the participating partners and for which miles have been properly credited to the Miles&More account count.
• The actual date of the flight, not the date of reservation, is relevant.
• Each leg (segment) counts as a single flight. One round-trip flight is therefore equivalent to two segments.
• The Miles&More number must be entered at the time of booking: you cannot apply for recognition retroactively.
• To receive the additional bonus miles, you must complete the minimum number of flights set as a personal goal by July 31.
• Bonus miles will be credited only once after the goal is completed.
• Flights not registered within 30 days of the end of the promo will not be considered.
• Miles & More reserves the right to cancel miles in case of erroneous credits.

Basically, to be eligible for the extra miles, you need to actually fly and do it carefully-no tricks or after-the-fact requests.

How to participate

To take part in the challenge, it is sufficient:

1. Have an active Miles&More account.
2. Download the latest version of the Miles&More app (Android/iOS).
3. Sign up for the challenge directly from the app, in the dedicated "My Lufthansa Group Challenge" section.

Begin by completing missions.

Is it worth participating in?

If you are already a mileage collector and travel frequently with the Lufthansa Group (which also includes SWISS, Austrian Airlines, Brussels Airlines and Eurowings), then yes: it is A free opportunity to earn some extra miles and try to take home the 100,000-mile prize.

In addition, even if you don't win the ultimate prize, completing the levels will still earn you miles - Which is never a bad thing. Note that "Retroactive" flights, i.e., made before registration but within the challenge period, also apply. Above is my situation, I registered on May 14 for the challenge and a flight made on the 13th has already been validated for me.

In conclusion

It is hard not to make the comparison with SAS, which has generated enormous social visibility and engagement. Lufthansa chooses a more "corporate" approach, less spectacular. In other words: good idea, but It lacks the edge. And maybe even a couple of zeros to the final prize. If you're curious I'm going to try it again this time, I tell you that without doing anything the 35k miles I have "virtually" already in my pocket and then the effort to go up to 60k I think I will make.

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