benchmark report
airline marketing
social
#getcomfy
fly with phoenix
KLM
During the month of February, KLM promoted its Economy Comfort product – seats that have up to 10 cm extra legroom compared to a regular Economy Class seat – with a new micro campaign that calls the airline’s fans and followers to share what comfor t means to them through a dedicated Facebook app , microsite , or via Twitter or Instagram using the hashtag #KLMGetComfy. The general public could vote for the images and the fifteen “images of ultimate comfor t” that generated the most votes were shor tlisted as finalists, with a jury selecting one entry for the grand prize of two Economy Comfor t tickets. The competition was open to residents of 30+ countries.
MARCH 2014 ISSUE
AIR FRANCE
The majority of entries consisted of people comfor tably stretched out on the couch, or lying on the grass, as well as lots of images of babies, dogs and cats snoozing. Perhaps not surprising given the limited space available in Economy, there were few shots submitted of passengers sitting comfor tably onboard.
Since the launch of its ‘Air France Music ’ initiative in 2010, Air France has built a reputation for offering exclusive musical content of well-known French bands. For example, as part of its alignment with French pop music, the airline has launched a global mobile music discovery app called ‘Music in the Sky ’, which allows users to ‘unlock’ new tracks by pointing their devices upwards to the sky, using augmented reality. Last year, the Music in the Sky app was used for a collaboration between Air France and popular French techno-pop band Phoenix in which participants had to use the app to discover a hidden Phoenix track in the sky for a chance to win a trip for two to New York and see the band in concert. The latest ‘Air France x Phoenix’ initiative is called ‘Fly with Phoenix ’ and offers fans
a chance to win tickets to travel alongside Phoenix to Santiago in Chile to see the first show of the band’s South American tour, including a meet and greet with Phoenix and hotel accomodation. To win, participants must virtually book the right seat on the ‘Fly with Phoenix ’ Facebook app. The app contains 70 different flights, which means there are about 30,000 possible seats where the band could be sitting. All partipants have to do is guess the day of the week the band will be flying on, select one of the 10 daily virtual flights and pick the right seat next to the band. The competition started on February 20th and the winner will be announced on March 10.
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VALENTINES SOCIAL DIGITAL TRADITIONAL
