benchmark report
airline marketing
China Airlines reunites long lost camera & photographer What happens when an employee finds “something strange” on a beach in Taiwan and took a closer look and realized “Oh this is a camera.” Well, if you are China Airlines, you star t a worldwide campaign to find the owner so as to reunite them with the photos still on the camera. The Canon camera, which after 5 and a half years later, covered in barnacles, managed to perfectly preserve the memory card still inside. “We checked the memory card and found lots of pictures” says Bruce Chen, General Manager of the China Airlines Honolulu Branch The pictures are from an August 2007 diving trip in Kaanapali, Hawaii where perhaps, the camera drifted away, and the owner wrote it off as gone for good. Until it washed ashore over half a decade later,
digital & mobile
BalticMiles ‘burn the miles’ more than six thousand miles away, on the eastern coast of Taiwan. Spotting a PR oppor tunity, the airline launched the worldwide campaign on Facebook to reunite the camera with the owner and can give her the surprise of her life. It went viral and was picked up by news channels around the world. Par t of this charitable campaign was to provide the owner, now identified as Lindsay Scallan with an open ticket from China Airlines to pick up the camera in person in Taiwan.
airBaltic has devised a scheme offering members of its frequent flyers’ program bonus points for burning calories. The airline has launched a beta version of a branded mobile app called ‘Burn the Miles’, which will connect to spor ts trackers such as Nike+. If users burn as many calories as miles flown within 24 hours, they can earn 100 extra miles. “We created the first App with a technology that syncs data to a nonspor ts platform on demand by connecting to running services such as Nike+, endomondo, fitbit and more.” says MRM Frankfur t who exclusively developed the product for airBaltic. “We ensure ease of use: the member‘s flown miles are automatically transferred to the app and compared with the calories
to burn. If the calories are burned on time after the members round trip, animations celebrate their hit. And data visualizations show the goals and ranking to others.” To suppor t this campaign, Air Baltic are asking users to provide tips about keeping in great shape on their Facebook page. From training programs to healthy eating ideas. Users who share their tips with BalticMiles will receive 5000 bonus Points. After thousands of burned calories within a few weeks, BalticMiles will soon launch a promotional campaign for its non-f lying members. At the same time the already integrated gamif ication factor will be even more prominent, by including a ranking within the App.
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