benchmark report
airline marketing
digital
jetfriends tales
big wave goodbye
LUFTHANSA USA
Kids naturally have lots of questions about flying. Whether it’s the weight of a jumbo jet or why the sky is blue. The USA regional team at Lufthansa believe their crew and passengers are ready to answer any question not matter how imaginative. “What happens when you fly through a rainbow?” is the innocent example Lufthansa used to launch their JetFriends Tales whereby a child’s response was able to win a family a Lufthansa flight to Europe from the US. Promoted via a video on YouTube in July, the Facebook campaign was an extension of Lufthansa’s already established JetFriends brand, which is dedicated to kids and teenagers who travel with Lufthansa.
OCTOBER 2013 ISSUE
SCHIPHOL AIRPORT
The concept was to generate user interaction on the social media platform between children and Lufthansa, whereby children could either answer or ask questions on a controlled video forum. Jacquie B. from Texas, USA was the winning entry and won the Lufthansa round trip tickets for a family of four by asking “How do you learn to become a pilot?”. Runners up won either Lufthansa bears or JetFriends branded goodie bags dubbed ‘JetPacks’.
Amsterdam’s Schiphol Airpor t has launched an English version of an innovative online service that lets those who stay at home surprise friends and loved ones at the terminal with a vir tual wave goodbye that will be broadcast on video screens inside the airpor t and also sent directly to their mobile phone.
broadcast on the big screens at Schiphol Plaza plus the screens at the depar ture gates.
‘The Big Wave Goodbye ’ is a fully automated and integrated system that allows messages to be sent as little as 4 hours in advance, by simply using a webpage application.
This endearing value-added concept, whist currently only operational with Schiphol, has a larger scope and could easily be adopted by a raft of carriers, who already have touchstones in the form of smar tphone applications, Facebook pages and video screen technology at cer tain airpor ts.
Using the app, a user can fill in their friend’s date of depar ture and invite other friends to join in waving goodbye. Upon depar ture from Schiphol, not only will the passenger be able to watch the video on their smar tphone, but it will also be
Since the launch of the (Dutch) Facebook app in October 2012, over 10,000 people have already given their loved ones a depar ture to remember.
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X-MEDIA EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
