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Turkish Airlines 'Zero to Hero' | In an effort to spread the word about its inflight wi-fi service on flights between Istanbul and New York, Turkish Airlines recently unveiled a new, cartoon-based Facebook contest. In 'Zero to Hero', Turkish Airlines asked its 1.3 million-strong Facebook community to come up with a story for someone who could go from being an ordinary person to being a 'hero' using wi-fi on-board one of its flights.
For the contest, Turkish Airlines created a special Facebook app which contestants had to 'like' to enter the competition. Contestants then watched an introductory video on how to write and send in their stories before submitting them through the app. Additionally, Turkish also included a suggestion that the story submission be in English. After the submission period between November 15 and 29, a jury set up by the airline then selected the best story based on creativity and writing . The winner of the contest, announced on November 30, won a four-night trip to New York. The contest saw high levels of engagement, with each Facebook post by Turkish garnering between 500 and 1,300 ' likes' over the course of two weeks. Turkish also employed bit.ly to track analytics on the contest, which saw over 14,600 clicks.
American Airlines 'Know it All' | American Airlines' latest marketing initiative is a game that incorporates elements from inflight connectivity and mobile technology – both increasingly important in a connected world. The game, entitled 'Know it All', was released on November 19 for the iPad, iPhone and iPod Touch, and features trivia questions on a variety of topics. To promote the game and its new iPad app, American Airlines launched a simultaneous draw for entrants to win 100,000 AAdvantage miles each week by 'liking' the 'Know it All' page on Facebook. Top scorers from the 'Know it All' game each week are given an additional entry for the AAdvantage miles draw. 'Know it All' also lets passengers with iOS mobile devices play against each other on-board American Airlines flights via the inflight wi-fi network. Additionally, the 'Know it All' Facebook page features a leaderboard, showing top scorers, their miles flown and what flights scored the highest. Perhaps the most important aspect of 'Know it All' is its integration with other functionalities on American Airlines' iPad app. Players have access to their AAdvantage account information, one-touch access for passengers to check flight details, get mobile boarding passes and select seats. The iPhone and iPod Touch app updates also include support for Apple Passbook. Facebook posts by the airline to its page generated over 1,400 'Likes' and 150 comments.
6 | Airline Marketing Benchmark Report | December 2012
