benchmark report
airline marketing
chinese new year
social
#eyfollowyou ETIHAD
In its latest social media campaign Etihad has mimicked a global Instagram phenomenon that originally has been started in 2011 by now famous Russian photographer and filmmaker Murad Osmann who has amassed a following of 750,000 on the instant-photo sharing site. Osmann creatively documents his travels around the world with his girlfriend Nataly Zakharova leading the way in his ongoing series known as ‘Follow Me To ’. Chronicling his adventures on Instagram, Osmann composes each shot in a similar fashion, with each landscape shot is taken from the photographer’s point of view with his extended hand holding onto his girlfriend’s in front of him using filters to give the pictures an artistic feel.
FEBRUARY 2014 ISSUE
BA GREATER CHINA
Using the hashtag #EYFollowYou , as a nod to the original title of the online phenonemon, Etihad asked their social media followers to post similar shots from their travels around the world as part of a Twitter-based competition . The winner, announced on the 1st February was @lilou_dj who posted a shot of a girl leading the photographer to the Blue Mosque in Istanbul, Turkey.
British Airways and Social@Ogilvy Beijing have launched the airline’s first WeChat campaign to celebrate the Chinese Lunar New Year with the airline’s social media followers. Social@Ogilvy developed a festive campaign to lure the more than 350,000 existing BA followers on Sina Weibo to the airline’s newly launched presence on WeChat . Both these Chinese social platforms are hybrid versions of Twitter and Facebook and have hundreds of millions active users. The campaign is based on the Chinese tradition of giving Hongbao (red envelopes filled with money) to friends and loved ones at new year, and BA gifted the first 2014 users to register on the official BA WeChat account @英国航空(BritishAirwaysChina) a specially branded envelope to mark the Year of the Horse.
The custom-made golden envelopes were then delivered physically to the doors of the first followers. Inside each envelope was a new year greeting from BA’s regional manager Tracy Dedman and a promotional coupon worth 300 RMB (50 USD) to be used for future flights on the airline. Three randomly selected followers also won roundtrip BA tickets for travel between China and London in their Hongbao. The campaign ran between January 10 and 22, ahead of the Chinese New Year. Following the success of this first WeChat campaign, which gained over 10,000 followers, BA says it is planning to develop more in-depth campaigns and services for its WeChat presence.
5
EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
