Turkish Airlines - Zero to Hero

Turkish Airlines - Zero to Hero

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.