benchmark report
airline marketing
social
social
affamily
a380 challenge
AIR FRANCE X BOEING
EMIRATES X AIRBUS
To celebrate the delivery of its 50th Airbus A380 aircraft this July, Emirates and Airbus have created a Facebook-based app called the Emirates A380 Challenge . The game invites users to answer questions and upload content to move an A380 along its flight path. Those who manage to reach hidden hotspots along the way will win prizes that include Economy return tickets between Dubai and an Emirates A380 destination or a stay at the Jumeirah Zabeel Saray hotel in Dubai. In order to move the A380 along its path, participants could carry out various actions. Loving the Emirates A380 on Facebook would move the aircraft 10 kilometres, answering questions (15 km), uploading a picture (50 km), while uploading a video would move the aircraft 100 km. When a flight is complete, a new flight begins from one of Emirates’ A380 destinations.
AUGUST 2014 ISSUE
Participants can invite friends to improve their chances of winning and the Facebook app also featured information about Emirates offers, the airline’s A380 destinations and notifications of recent winners. A similar campaign was created by British Airways in September 2013, when the airline invited Twitter users to #RaceThePlane in a digital competition to mark the arrival of its Dreamliner fleet. The aim of the campaign was to pit a virtual ‘Tweetliner’ plane (‘powered’ by tweets) against a real Dreamliner flight from London to Toronto. Participants in the campaign had to tweet or retweet a message with #RaceThePlane in a 7.5 hour window (the actual flying time of the flight) in order to win one of five ticket pairs to Toronto. The more tweets mentioning the hashtag, the faster the virtual plane flew.
To celebrate the 80th anniversary of Air France, the airline together with Boeing organized a global photo competition dubbed ‘Air France Family’ which is based on the idea that “We all have a story.” Says Air France, “Families living in different countries, reunions with friends and loved ones, business trips. You have all been a par t of the Air France history through a common passion for travel. Air France has been a par t of all these highly emotional moments, whose heritage is made up of individual stories.” Throughout the summer (8 July to 31 August) anyone can upload photo souvenirs of their travel experiences – such as encounters with friends and loved ones, reunions, trips to discover new countries – to the AF Family microsite and each photo had to be accompanied by a shor t
description. More on the campaign in this video Submissions so far include many images of first trips, selfies, and vintage images and the photos will progressively make up a visual collage of individual stories, which will subsequently be used to create a video intended for online publication on the company’s website, Facebook, Twitter and YouTube sites and onboard Air France’s long-haul fleet. The winners will be selected by a jury made up media personalities Claire Chazal (French TV journalist), Pedro Winter (French DJ) and Jonone (US graffiti ar tist) along with two Air France and Boeing representatives. Besides the public prize of four long-haul tickets for the photo that has generated the most ‘likes’, par ticipants can win three pairs of two long-haul tickets and a VIP tour of the Boeing factory in Seattle.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
