benchmark report
airline marketing
destination unknown
#llevamoslailusión
AMSTERDAM SCHIPHOL AIRPORT
Every now and then we feature an innovative campaign launched by an airpor t or high-speed rail provider which can provide inspiration for airline campaigns as well.
IBERIA
management system. As the images rotate, the four-minute time limit decreases. Hints such as airline, flight duration, and local time can assist in identifying the location, but also deduct time from the clock, adding a layer of difficulty to the game.
Launched in May of this year, Amsterdam Schiphol Airpor t’s ‘Destination Unknown’ aims to promote the large number of destinations that can be flown directly from the airpor t. Pulling real time Instagram content from around the world, the highly visual game – which can be played online or via a moble app – challenges players to guess at which one of Schiphol more than 300 flight destinations the photo’s are taken.
The style of user-generated imagery also allows game players to see each locale through the eyes of travelers, which led some marketing exper ts to suggest that future elements of the game could include strategic par tnerships with airlines with major hubs at Schiphol Airpor t (e.g. KLM), to facilitate lead-generation of flight search to those destinations.
Once the user begins the game, they’re prompted with a series of location-based Instagram images, which are sourced using hashtags from a custom built content
Following the game, users are prompted to submit their score into the contest, subscribe to the airpor t’s newsletter, or play again.
JULY 2014 ISSUE
Also in the World Cup spirit, Spanish flag carrier Iberia ‘hacked’ several Google Glass devices to allow them to stream video in realtime and report from the flight that brought the Spanish soccer team to Brazil.
copilot, as well as Iberia’s ‘online community manager. The intitiative resulted in more than 30 000 visits to the video microsite .
Working with Spanish IT provider Droiders and using software from Streye Iberia transfered the videos via inflight wifi during the flight so that fans only had to wait a few minutes to see updates from onboard the flight. A total of 9 short videos have been recorded and uploaded on a microsite and on Iberia’s social media platforms using the hash tag #llevamoslailusión (“We Bring Excitement.”) All videos were shot by Iberia cabin crew, ranging from the purser to the pilot and the
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