benchmark report
airline marketing
social
golden ticket
instant take off
ETIHAD
Etihad celebrated its 10th anniversary last month and to celebrate this fact, the airline paid homage to Roald Dahl’s famous Charlie and the Chocolate Factory story, whereby a lucky winner would open a bar of chocolate to find a golden ticket. The point of difference to this story is that with Etihad, the nine winners would be unwrapping their complimentary chocolate bar 35,000 feet above the earth. The lucky tickets were hidden inside complimentary chocolate bars that Etihad handed out to passengers on board inbound flights to Abu Dhabi on the airline’s ‘birthday’ on November 4th. The winners were given a pair of tickets to any Etihad destination of their choice. To help promote the giveaway and increase longevity of the event, Etihad offered a
DECEMBER 2013 ISSUE
AIR FRANCE
further and final 10th ticket to one lucky social media follower who wished the airline well with the hashtag #EtihadTurnsTen on Twitter or Instagram. The whole event amassed over 4,000 likes on Facebook, and generally the feedback was positive on all of the airline’s social media channels.
Airlines have offered flights as competition prizes for years, so when ad agency Blueblancrouge created a flight giveaway for Air France Canada this October, they turned the concept on its head.
aboard flight AF351 for a four-day stay in Paris at the Best Western Folkestone Opéra. According to the airline, over 5,500 people entered the contest of which 500 showed up for the live draw. Video here .
Instead of a simple giveaway on social media, consumers were asked to visit a dedicated Air France microsite and sign up themselves and one companion to receive fictional boarding passes. The passes entitled them to ‘check in’ in person, together with all the other competition entrants, at Toronto’s David Pecaut Square on October 24 with their luggage and passports ready, where one lucky winner was selected.
The campaign was aimed at adults aged 2545 and was supported by promoted posts on Facebook and social outreach through travel bloggers. The winners event was also posted on Instagram .
The winning couple were then transported immediately to Toronto’s Pearson International airport and pampered in the Air France KLM lounge before taking off
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
