benchmark report
airline marketing
wannagives
#inspiredby
KLM
Dutch airline KLM, one of the main carriers to drive social media adoption in the airline industry, has responded to requests of its online fans and followers to launch its latest social media drive, called ‘Wannagives ’. To be launched in midDecember, the initiative will allow friends, family and colleagues of passengers flying with KLM to treat their loved ones with a surprise during their flight by pre-ordering a gift online. The service was revealed by KLM at the recent Salesforce’s Dreamforce conference in San Francisco. People can select a gift online – whether a glass of champagne, a fresh orange rose, a watch, or anything else from KLM’s duty free catalogue – which will then be delivered to the passenger’s seat during the flight. A similar service is already offered by leisure-oriented airlines such as
DECEMBER 2013 ISSUE
LUFTHANSA
Virgin Atlantic and Thomson in the UK, but KLM is the first airline to offer the service via social media, lowering the barrier and adding a cool twist to it. According to KLM, the aim of the concept is to showcase KLM as an airline that cares for its customers. The new Wannagives service is inspired by KLM’s 2010 ‘Surprise ’ initiative whereby foursquare travellers were surprised by KLM with a personalised gift at the airpor t that was based on their online profile. KLM Surprise proved to be a massive success for the airline, gaining over 1 million hits on Twitter witin in a month and it paved the way for a variety of social media initiatives since.
Launched on November 25th, the premise of Lufthansa’s new #inspiredby social media campaign is to show how travel can enrich ones life. Featuring on both YouTube and Facebook (along with the #inspiredby hashtag appearing in Twitter and Instagram), the campaign looks to collate accounts of inspirational events from Lufthansa’s passengers and crew during their travels. The campaign is aimed at a younger internet-savvy audience which interacts over social media channels so as to share their authentic travelogues with other travellers. The difference with other airline travel campaigns is that the focus of the content is on the person, rather than the destination.
off with the story of German Moritz Aust, a 17 year old photographer who repor ts on his f irst-ever trip abroad with Lufthansa to Oregon, USA. Other examples of stories the campaign has created sofar include Lars, who competed in the Iron Man competition on Hawaii, and Anne, who discovered a passion for f lamenco in Madrid. Subscribers to the campaign, that will run until January 2014, will be offered weekly updates featuring other travelogues, which are produced in cooperation with production company VICE.
Lufthansa’s #inspiredby initiative kicked
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
