Virgin America - #myVXexperience

Virgin America - #myVXexperience

Virgin America ‘#myVXexperience’ | Virgin America is an airline known since its inception for its quick adoption of new technologies and for having a tech-savvy customer base across the United States. The airline’s latest campaign shed light on its dedication to technology, design and entertainment through a multimedia campaign.

Virgin America established a dedicated, interactive website for its new campaign, entitled MyVXEexperience. Branded by the airline as an “immersive digital portal”, the site offers an interactive, virtual tour through a Virgin America cabin, blending 3D visuals representative of those to be had on board. At the site, customers can submit Instagram images of their Virgin America experience and post messages and Tweets with the hashtag #myVXexperience. Additionally, Virgin America also set up a #myVXexperience pinboard on Pinterest to share customer submissions to that platform's audience. Virgin America's taken the campaign to offline spaces as well, with banner ads and outdoor displays; these included “a wrap of a BART transit tunnel in San Francisco,” billboards in major US metropolitan areas, as well as a special electronic billboard at New York City's Times Square which features passenger-uploaded #myVXexperience photos.

The Experience campaign launched in early September featuring Virgin America Originals, frequent-flyers of the airline who are “known for shaking up the status quo in their own felds.” Originals include Pandora founder Tim Westergren, Ryan Schreiber of Pitchfork Media, and a variety of personalities in the creative and tech spaces, who, through the campaign, offer their favourite Virgin America amenities like food, entertainment and things to do on board. This alignment with leading social media fgures, who've been actively promoting the #myVXexperience hashtag through the course of the campaign, opened the door for Virgin America to tap into thousands of new followers across the social web. In addition, the campaign also featured a connected fare sale for passengers to book before September 24.

Virgin America’s MyVXexperience is illustrative of a dedicated effort to differentiate the airline’s product experience while targeting all niches with an experience that promotes a near-cult following. Moreover, it’s notable that the scale of the Experiences campaign is conducive for easy social sharing, thereby vastly increasing Virgin America’s reach.