Verizon Wireless - Connection Day

Verizon Wireless - Connection Day

Another Thanksgiving campaign in the USA that saw a consumer brand partner with airlines in order to surprise passengers with a generous gesture is Verizon Wireless’ ‘Connection Day’ initiative.

The US telecom company took a page out of Google’s playbook (who has provided free wifi to passengers during the holiday season on several occasions) by handing out free digital treats that made passengers’ holiday trip on the busiest travel day of the year less painful. In order to do so, Verizon has partnered with Amazon, Apple, Conde Nast, Pandora, Boingo, Gogo and JetBlue to declare the day before Thanksgiving (November 26) ‘Connection Day’ and make WiFi access and digital content available for free.

In the content area, there were free music downloads from Amazon, free magazine downloads from Conde Nast, and free access to Pandora’s music-streaming service.

With regard to connectivity, passengers travelling on a JetBlue flight received a free Wi-Fi session for the duration of the flight, while Gogo (for passengers flying on American, Alaska, Delta, Air Tran, United, US Airways or Virgin America) and Boingo each offered one-time 30 minute free Wi-Fi sessions in airports and in-flight, respectively.

Verizon Wireless’ initiative is a good example of the Brand Butler trend (coined by trendwatching.com) as the brand provided travelers with a bit of distracting entertainment as well as saving them a few bucks on one of the most stressful of all travel days.