benchmark report
airline marketing
Turkish Airlines ‘#GoDortmund’ Besides being the carrier of choice for top European soccer teams such as Barcelona and Manchester United, Turkish Airlines in May signed a 3-year agreement with Borussia Dor tmund to become the German football club’s preferred airline for all international flights. Hamdi Topçu, Chairman of Turkish Airlines commented on the par tnership: “Turkish Airlines and Borussia Dor tmund share a similar success story. Dor tmund has a very notable set of players, many of them young and successful. The company also invest heavily in talent building. Several of the Borussia Dor tmund players are members of both the German and Turkish national teams.” As par t of the sponsorship, Turkish Airlines has introduced a new logojet which at
digital & mobile
KLM ‘NFC airport game’ the end of May flew the team to London for their Champions League final against Bayern Munchen (who were travelling with Lufthansa).
Earlier this year, KLM and Korean online marketing agency Asiance launched the world’s first NFC airpor t game at Incheon airpor t in Korea in January this year.
On board, Turkish Airlines surprised the players with a specially created newspaper that was made of best of luck fan tweets. Both THY and Borussia Dor tmund asked their fans on their social media sites to tweet the Dor tmund team good luck messages and to share their best wishes with the hashtag #GoDortmund.
To make more people aware of the service KLM offers between Korea and Europe, and also promote KLM services, the airline organized the mobile game for travellers waiting in line at Incheon airpor t. The time to complete the game, which passengers were invited to play was kept shor t on purpose so they could use the application while waiting to check in their luggage. As an incentive, if they managed to answer all the questions right they had a chance win access to the VIP lounge, used by KLM, to spend some quality time before take-off.
Fans from all over the world par ticipated in this campaign. After 25,127 tweets and and 8,123 retweets, T urkish Airlines printed the best of the best suppor t tweets and distributed the result on the team’s Turkish Airlines flight to London.
By waving a smar tphone over the NFC tag on the campaign billboard at the airpor t, the game was launched on the traveller’s mobile instantly. Besides NFC it was also possible to star t the game by scanning a QR code or entering the mobile web address. This video explains the NFC-based mobile game in more detail. The campaign ended in mid March. During the campaign new winners were announced every day.
Near Field Communication (NFC) was used to provide easy access to the game.
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