benchmark report
airline marketing
#ekselfiesong
set the price
EMIRATES
V AIR
‘People Power’ is one of the trends featured in our The State Of Airline Marketing 2014 repor t and describes how – inspired by the numerous group deal sites such as Groupon and Gilt – several airlines have been experimenting with initiatives that let the ‘crowd’ drive down fares. The latest example comes from V Air , the new low-cost subsidiary of Taiwan’s TransAsia Airways, which will launch services on December 17 with an inaugural flight from Taipei to Bangkok. To promote the new carrier, V Air launched an online campaign that invites the public to par ticipate in order to set a superlow introductory fare, with 10,000 tickets provided with the fare decided by the public. The introductory fare for the one-way trip star ted at NT$1,988 (USD64) and DECEMBER 2014 ISSUE
the higher the number of people who par ticipated online, the lower the price would drop. V Air’s introductory fare could reach as low as NT$520 (one way, including fuel surcharge, excluding airpor t tax) if the number of fans would reach over 200,000. Between November 21 and 30, consumers could access the campaign site or V Air’s Facebook page , to play a game to lift up the V Bear (V Air’s mascot). The higher the V Bear would rise, the lower the introductory rate would be. In addition, V Air would give away 100 free tickets to par ticipants. The final price for the inaugural flight and the official flight schedule were announced December 1st, and according to V Air over 200,000 fans joined the campaign to vote on v Airs launch fare.
As a spin-off of its sponsorship of Arab Idol – Season 3 , the regional edition of the globally known reality show contest for aspiring singers (see the October 2014 edition of this repor t), Emirates has launched a musical competition for fans and music lovers in the Gulf region, Iraq, Iran, Lebanon and Jordan. Taking inspiration from Arab Idol, the Emirates #EKSelf ieSong contest offers fans a chance to showcase their talent and share their musical creations with their friends. Called the Emirates Self ie Song Challenge , contestants simply have to f ilm themselves singing, humming or using a musical instrument to play the 15-second Emirates ‘Hello Tomorrow’ tune , and then upload their creation to Instagram or Facebook using a dedicated
competition hashtag #EKSelf ieSong Video explaining the competition here
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All entries will be mashed into one crowdsourced version of the Emirates ‘Hello Tomorrow’ tune and shared across Emirates’ Facebook and YouTube channels. See this video for an example of an EKSelf ieSong entry All #EKSelf ieSong submissions will enter a draw to win two Economy Class return tickets to any Emirates destination. Bringing in family and friends in the video will get par ticipants bonus points, as will spreading the word by tagging friends in their online social circle.
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