benchmark report
airline marketing
mobile freebies
#goldluck kiosk
KLM & JAL
DELTA
As airlines invest and develop their mobile phone applications they are increasingly promoting the new functionality of their mobile apps, in order to increase the adoption by passengers. Besides print ads or online videos (see this Air France video for example), airlines such as KLM and JAL have also come up with ‘mobile freebies’.
Japan Airlines, meanwhile, incentivized the use of its ‘touch & go ’ self-service check-in and boarding service called ‘QuiC’. Launched in October last year, passengers who use the QuiC service can either print out their barcode at home or use the barcode (or NFC chip) on their mobile phone to go through security and self-board on domestic flights.
In early December 2013, KLM offered users in Hong Kong, Singapore, Norway and the USA of its new mobile flight booking functionality a free mobile phone charger (whilst stocks lasted). Customers booking a ticket via the KLM mobile app received an email from KLM with instructions on how to claim their free gift. In total, over 14,000 flights were booked via the KLM mobile app during the monthlong campaign and all the mobile chargers were given away.
Between January and March 2014, when the barcode or NFC chip is scanned at the gate, QuiC users will receive a printed boarding information slip which on the back contains a coupon for a free McDonalds breakfast or cheeseburger and fries to be used at all McDonalds outlets in Japan.
FEBRUARY 2014 ISSUE
Acting as the off icial airline of the U.S. Ski and Snowboard Association (USSA), Delta during the run-up to the 2014 Winter Olympics in Sochi has provided ski and snowboard fans with an oppor tunity to wish the USSA athletes ‘#GoldLuck’ on the world’s biggest winter spor ts stage. During December and January, Delta has placed Delta #GoldLuck venues at USSA qualif ication events in Colorado, Utah and California where fans could record a ten-second personalized video message in a mobile video unit and share them via Facebook and Twitter. The main objective of the campaign – and purpose of all of the videos assembled and broadcast on Delta’s Facebook page – was to serve as motivation for the athletes in their endeavor to qualify
for a place in the USSA for Sochi. During the events, US skiing athletes, such as professional snowboarder and 2010 Olympic Team member Louie Vito helped host the #GoldLuck events, greeting fans and helping them create their #GoldLuck videos. Besides the mobile video units that were placed at USSA Olympic qualifying events, Delta also placed #GoldLuck booths at select airpor ts during the month of January.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
