benchmark report
airline marketing
social
air france & klm ‘mr. miles’ For their latest social campaign, Air FranceKLM has picked its frequent flyer program, Flying Blue, as its marketing focus. The campaign is designed like a game, similar to KLM’s space flight campaign, that was launched a few months ago. A fictional person titled ‘Mr Miles’ travelled around the world from 17 to 26 June, 2013 visiting a different destination every day. The character gave clues in his Twitter account for followers to locate his location. Then using the dedicated branded web page users had to navigate the variety of pages, by picking continents, and choosing one place among the nine destinations in that continent. Every day, a user got only one chance to guess the location of Mr Miles. In the case of a user marking the wrong location on the map, the system gave three more chances as
air asia ‘high 5’ long as the user invites three friends. If a user marked the correct location of Mr Miles, then instant miles were awarded ranging between 500 and 10,000 miles. A total of three million miles were won as part of this campaign. The site is supported by a great video that was created to promote the Mr Miles campaign. The illustrations on the site by Hélène Builly combine archive images and modern graphics in an original, playful style. The game aimed to strengthen ties with programme members as well as increase Flying Blue’s reputation with the general public.
AirAsia was recently named the World’s Best Low Cost Carrier for the fifth consecutive year by Skytrax, and to celebrate the award, it launched a ‘high-five’ themed campaign with the hashtag #Hi5AirAsia to collect as many ‘high-fives’ as possible from the public throughout the region. The premise was to upload on instagram a photo of yourself giving the Air Asia crew a High-5 wearing big red foam hands or by getting one of the big red foam hands & take a picture of yourself a high-5 moment with a friend. As par t of the campaign, the high-fives were also translated into the number of total promotional seats available for the campaign, which star ted in July. Two million ‘high-fives’ were collected throughout Asia, and to give thanks to
AirAsia guests for their overwhelming suppor t towards the campaign, 2 million promotional seats were offered from a base fare of RM0.05 to all of AirAsia’s route networks. All-in-fares inclusive of taxes and fees star ted from as low as RM26.05 (one way) to domestic destinations and more; while international destinations star t from RM49.05 (one way). Siegtraund Teh, group chief commercial officer of AirAsia, said, “We are glad to have received so many high-fives from our guests throughout the region and do continue tagging us on social media with #Hi5AirAsia, especially if you’ve managed to grab any of the 2 million promo seats!”
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