benchmark report
airline marketing
Turkish Airlines ‘Wings of FC Barcelona’
Iberia’s #iberiamayors Think you know your city better than most? Or at least better than the inf light magazine you are reading? Iberia have identif ied that sometimes their travellers know the cities better than them and are allowing fans share their own vision of their hometowns, with places off the beaten path that are rarely included in traditional guides. As travelers are constantly seeking tips and information about their next destinations, Iberia has developed a way to involve more than 1 million Iberia fans and followers by creating video travel guides on several of its destinations, resourced under the twitter tag #IberiaMayors, their IberiaMayors facebook page and on their dedicated website www.iberiamayors.com
Incentivizing the community to create an initial 20 user-generated city video guides in Spain, Europe, Latin America and the US, the winners will be awarded with a tempting prize of 120,000 Avios, sufficient for an international round-trip flight for two. More than 500 submissions have been received so far from Iberia’s social community, with videos and stories sharing their recommendations for each destination. Just one par ticipant will be chosen for each destination to be its “Iberia Mayor” and star in the official video guide.
Self confessed fan of football, Turkish airlines offered the chance of a lifetime to the global fanbase of FC Barcelona in a new Facebook app which invited fans to fill a vir tual stadium as a digital competition campaign. Dubbed “Wings of Barcelona”, the competition was open to fans in over 200 countries and the prize, for eight winners, who brought the highest number of friends to the stadium, was a three-day trip to the city to see Barcelona take on Valledolid in the last game of the season, as well as two signed jerseys and 20 other jerseys for runners up.
many people along as they can. This was a great way of using both a larger known global football brand and degrees of seperation on social networking sites to increase Turkish Airways reach across not only their current markets, but future expanding markets too. The application reached more than 1.3 Million users and they invited almost 315,000 people. Monthly users of the app has exceed 308,000.
Users of the app, which could be accessed on Turkish Airlines’ Facebook page, were required to book seats in a vir tual Nou Camp stadium before trying to tempt as
06
