benchmark report
airline marketing
people power
fanflight TRANSAVIA
KLM low-cost subsidiary transavia.com has teamed up with popular Dutch radio station 538 to let the airline’s Facebook fans select where they jet off to in a social media competition dubbed fanflight . Set over the month of September, during each of the 4 weeks an element of the flight could be chosen by the airline’s Facebook fans. In week 1 Transavia’s Facebook fans chose Ibiza out of 56 possible destinations, in week 2 ‘Dance’ was selected as the music style for the inflight party, week 3 saw ‘relaxation’ being voted for as the main activity, and in the final week the fans decided upon ‘tropical’ as the dress code. The Transavia fanflight will leave from Rotterdam to Ibiza on October 16 and 538 DJs Barry Paf and Jens Timmermans will
OCTOBER 2013 ISSUE
UNITED
pick the 128 lucky winners for the trip. The winners are then joined by DJ Jens on the flight who will set the mood of the trip. “We want to provide them with a memorable travel experience and to show that we value their opinions and wishes. To be able to come up with their own dream trip along with other fanflight fans, gives them plenty of choice to choose from, from a beach, city or shopping trip” said Roy Scheerder, commercial director of transavia. com.
In early September, United launched a new online promotion called ‘People Power ’, a 3 day online event seeking to leverage its MileagePlus members’ social media efforts and buying influence in a new manner. MileagePlus members were invited to go to www.united.com/peoplepower to purchase miles, share the promotion through social media channels with their colleagues, friends and family in order to receive bonus miles that could rise to as much of 60% of the purchased miles if there were more than 1,500 qualifying participants in the overall campaign. In this way United hoped its members would both inform their peers about the promotion and encourage participation to maximize the value realized.
the progress of the bonus. Over the 3-day event, there were in excess of 1,500 transactions, meaning the 60% bonus was offered, allowing each of the participants the chance to purchase miles at 2.35 cents per mile. This figure is better than the typical offer MileagePlus makes on the United website, although better deals are frequently available through the airline’s Mileage Maximizer program which is available on a booked flight rather than buying through the website.
The promotion microsite also featured a sliding scale so participants could view
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X-MEDIA EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
