Delta - #Below10KFeet

Delta - #Below10KFeet

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.

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.

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.