benchmark report
airline marketing
twist the cookie
digital
selfshot
SOUTHWEST AIRLINES
America’s largest low-cost carrier Southwest has joined forces with another popular US brand, Oreo, to bring a sweepstakes competition to its social networks. This isn’t the f irst major brand collaboration for the airline in the past few months, as Southwest during the US holiday season teamed up with consumer brands including Dr. Pepper and Nintendo for joint marketing initiatives. Southwest’s latest four-weekly collaboration comes as a competition that is based on the traditional way of eating Oreo cookies, that is separating the cookie to get at the cream inside. Every few days Southwest posted a virtual cookie on its Facebook site, asking its fans to to guess the city that was cryptically
FEBRUARY 2014 ISSUE
TURKISH AIRLINES
illustrated in the cream inside the cookie. Each entrant could par ticipate once a week, in order to help them get closer to the prizes, which included a selection of round-trip Southwest tickets, a USD 500 Visa gift card, and a year’s supply of Oreo cookies.
We recently covered Turkish Airlines’ ‘Kobe vs Messi Shootout ’ commercial, which was the most successful YouTube airline video of 2013, reaching over 130 million views. In the latest iteration of the campaign, THY has launched the ‘Selfshot ’ iPhone app, which can be downloaded for free from Apple’s app store. The app allows users to take their self ies (self portrait shot ) and combine them by choosing one of the destination ‘backgrounds’ featured in the commercial and share their ‘selfshot’ on social media, giving the illusion that they are actually in location, due to clever photomanipulating software embedded into the application.
#self ieshootout hashtag will also be available via the ‘Widen Your Self ie ’ microsite. The most liked and retweeted self ies which are taken with the app and shared on social media over a 3 month period, will receive one roundtrip ticket from Turkish Airlines. THY’s ‘Selfshot’ campaign mirrors previous airline campaigns that tap into the popular self ie trend, such as Malaysia Airlines’ ‘Snap Self ie, Take Bestie ’ and Virgin America’s ‘Summer of Self ies ’.
Self ies that are posted using the
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
