benchmark report
airline marketing
#airnzpaper plane
#below10kfeet DELTA
The FAA in the US recently announced that it has finally allowed the use of electronic devices during all phases of flight. The first airlines to embrace the change in law were both jetBlue and Delta. To promote the new FAA clearance, Delta launched a clever marketing initiative which encourages passengers to take photos from their mobile devices at low altitude and then (ideally) use the airline’s in-flight wi-fi to share it with their friends using the #below10kfeet hashtag. The interesting evolution of marketing in the age of the connected traveller is such that Delta was the first to decide to promote something that actually was already being done, as many passengers take sneaky photos during take offs and landings.
DECEMBER 2013 ISSUE
AIR NEW ZEALAND
Furthermore, since #below10kfeet was just a social media hashtag that was being promoted by Delta, jetBlue soon jumped on the bandwagon and started proliferating the hashtag from its own social channels as well.
Air New Zealand is no stranger to using the viral nature of online media to help promote the airline. It has pro-actively cour ted both the Lord of the Rings and Hobbit franchises to help raise awareness of the carrier.
The result? jetBlue is being mentioned/ perceived just as much as Delta as one of the saviours of the connected traveller by allowing them to use electronics gate-togate. Although, only Delta is offering a prize of free First Class tickets to those who share there photos.
This time ANZ used its social media outlets to promote the launch of its new ‘fern’ livery that was recently rolled out and is first featured on one of its A320 aircraft. The airline has created two printable pdf sheets which could be downloaded from its social por tal ‘theflyingsocialnetwork.com ’, and featured cut-out paper planes that could be assembled and played with as executive toys.
Air New Zealand then suggested par ticipants should assemble the planes and take a ‘creative’ picture of the selfmade aircraft. Using both Instagram and Twitter, creators of the origami-jets could showcase their entries using the hashtag #airnzpaperplane. A variety of entries showed the aircraft in hand-made paper airpor ts, floating above cotton wool clouds, and even on the glareshield of a cockpit, and some of these winning the prize of a real model aircraft of the A320 spor ting the new livery.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
