benchmark report
airline marketing
social
Qantas ‘Pack The Spirit of Australia’
KLM ‘Claim Your Place In Space’ Perhaps one of the biggest aviation prizes ever was won last month. KLM launched one of the biggest social media campaigns to date, offering one very special ticket for one lucky winner to go to space.
April. Using a very slick and sophisticated user interface, allowing people to enter both distance laterally and ver tically they thought the balloon would travel before expanding so much it popped.
Whilst Virgin Galactic has been gaining most of the column inches when it comes to space travel, the campaign was designed to showcase KLM’s pioneering spirit and entrepreneurial characteristics, and suppor ted Space Expedition Corporation (SXC), a revolutionary space project that aims to launch the first commercial space trip from the Caribbean island of Curacao (a KLM destination) from 1 January 2014.
A GPS tracker and a camera in the balloon streamed data directly to the website, which displayed real time information of the balloon’s exact location viewed by 32,513 people as it streamed live on the internet.
This campaign encouraged users to predict the outcome of a high altitude balloon that was launched on the 22nd
The winner was Pedro Henrique Dória Nehme, from Brazil. A total of 130,000 people worldwide par ticipated and the accompanying YouTube film was viewed more than 3,200,000 times.
Off the back of the success from doing a similar campaign with US Show ‘Oprah’ in 2010, Qantas recently par tnered with another US chatshow, The Ellen DeGeneres Show, to offer each of the studio audience a return f light to Melbourne from one of their USA destinations. CEO of the Qantas Group, Alan Joyce, said helping to bring The Ellen DeGeneres Show to Australia was a fantastic oppor tunity to market the country to a massive worldwide audience.
Nicole Kidman in an episode that reached over 16 million people. This was estimated to have an advertising value of close to USD147milion. Running off the back of this recent TV campaign, sending Australians over to the USA, Qantas ran a fur ther Instagram / Twitter campaign, asking tweeters to send a picture of how they would ‘Pack the Spirit of Australia’ into their suitcase, 5 lucky people then won a pair of return f lights to LA and a ticket to see The Ellen Show live.
Qantas has par tnered with Swisse Wellness to suppor t an initiative as par t of the airline’s ongoing commitment to promoting Australia to the world. The visit was announced by Ellen DeGeneres and Swisse Wellness Global Ambassador
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