benchmark report
airline marketing
cross-media
next stop nyc
experiential
fanhansa LUFTHANSA
In light of the World Cup, Lufthansa changed the name on eight of its aircrafts from Lufthansa to Fanhansa , which is the first time Lufthansa has ever changed its iconic lettering on its aircraft since the airline began operating nearly 60 years ago. And, to bring attention to the airline’s makeover, surprise activities and ticket giveaways took place at check-in and gate areas at Frankfurt Airport as well as on Lufthansa flights to Brazil. In total, 50 trips to Brazil were given away by Lufthansa, and all giveaways were candid. On one flight, 20 tickets were given away in the head rests of passengers’ seats. Disguised in the form of soccer jerseys, passengers who found a black and red jersey won a ticket to Brazil (video) .
JULY 2014 ISSUE
VIRGIN ATLANTIC
At the airport, the world foosball champ of her age category was waiting to challenge travellers to a game for a chance to win tickets to Brazil, too (video) , while selected passengers arriving at Frankfurt Airport who could cope with six hours of non-stop samba music (video) , would win a ticket as well. And on flight LH500 to Rio de Janeiro, 352 passengers were treated to a Caipirinha (Brazils national cocktail) party at 39 0000 feet and a party package with fan gear for the World Cup games. The Fanhansa YouTube videos have each reached thousands of views, with the kick-off video of hidden jerseys in head rests being the most popular video of the campaign, with over 135 000 views.
In April, KLM and Heineken celebrated Netherlands King’s Day by surprising ten lucky New Yorkers on the streets of the city with a trip to Amsterdam (video) . In the same fashion, celebrating its 30th anniversary, on June 20th Virgin Atlantic sent a fleet of traditional New York yellow cabs around London who would pick up passers by at secret locations across the city. Clues to their locations were posted on Twitter and Facebook.
The campaign was announced on Virgin’s social media channels to alert Londoners of the contest three days before it kicked off. Containing the hashtag #nextstopNYC, the announcements and location hints were retweeted hundreds of times.
When Londoners spotted the taxis they flagged them down in NYC fashion to be whisked away to the airport and flown to New York for the weekend. There were 30 pairs of tickets up for grabs and winners stayed at the Hilton DoubleTree hotel in New York (video) .
4
EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
