benchmark report
airline marketing
experiential
great minds fly alike
cross-media
guess who?
DELTA X VIRGIN ATLANTIC
In early 2013, Delta acquired a 49 percent in Virgin Atlantic (purchasing it from Singapore Airlines) as part of an effort to increase its presence at slot-constrained Heathrow. In the past year, both airlines have applied for – and been granted – permission to set up a trans-Atlantic joint venture, billing the partnership as ‘Great Minds Fly Alike ’in for example print ads . To celebrate the launch of the new coordination schedule on March 29 – which allows Delta and Virgin to compete more effectively for high-yielding business traffic between New York and London, the most impor tant business route in the world – both airlines took over the New York Stock Exchange on Wall Street on March 25th. The ‘Great Minds Fly Alike’ event featured
APRIL 2014 ISSUE
EASYJET FRANCE
mock lounges, Business seats to try out, a free beauty make over or a shoe shine, and an ‘innovation arena’ where Virgin Atlantic showcased its recent trial using Google Glass devices. For the ocassion, the NYSE building also featured a huge ‘Great Minds Fly Alike’ banner . At the end of the trading day representatives from Delta and Virgin Atlantic rang the well-known ‘Closing Bell ’ at Wall Street to highlight their new transatlantic par tnership The event was accompanied by a 1-day social media contest which invited visitors of the Wall Street event to tweet or post their photos taken at the event that day and with the hashtag #FutureOf Flying for a chance to win two return tickets from New York to London in Economy.
Childhood memories of the globally known ‘Guess Who? ’ (a.ka. ‘Who Am I’) game were brought back to life in Toulouse-Blagnac on February 28th, when easyJet created a life-size live version of the popular board game to celebrate the fact that in 10 years the airline had carried 10 million passengers through the southern France airpor t.
After the airpor t event, the airline put a digital version of the ‘Guess Who’ game online (called Enigme A Bord by easyJet France) for 10 days, which was played over 2,500 times on the f irst day alone.
Situated airside, passengers were invited to get involved in a game to guess the 10th million passenger who was hidden in a group of 24 ‘ex tras’. The rules mimicked the real-life game, so passengers has to ask questions such as “Does he/she have blue eyes? Is he/she wearing a hat?” etc. Those par ticipants who correctly named the mystery passenger after eliminating the impostors were given free f lights with easyJet.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
