benchmark report
airline marketing
virtual reality
priceless surprises
QANTAS x SAMSUNG
In previous repor ts we have featured initiatives from the likes of Marriott, Thomas Cook and Virgin Holidays that saw these brands experiment with the latest generation of vir tual reality (VR) headsets to engage consumers. The f irst airline to actually bring VR headsets onboard is Qantas. In a marketing tactic that we have dubbed ‘The Innovation Is The Marketing’ , Qantas has par tnered with Samsung to launch a futuristic enter tainment trial that uses Samsung’s new Gear VR headsets. Four devices will be made available to passengers in Sydney and Melbourne International First Lounges by midFebruary and in the First Class cabins on select A380 services from mid-March. The trial will run for three months to assess customer feedback on how this kind of VR offering might add to their overall travel experience on long-haul f lights. FEBRUARY 2015 ISSUE
AA x MASTERCARD
The Samsung Gear VR headsets will completely envelop customers in an immersive vir tual world with each headset par tnered to a Samsung Galaxy smar tphone loaded with a library of vir tual reality clips. VR enter tainment features include the sights and panoramic vistas of Qantas’ destinations, new product and a selection of the latest inf light blockbuster movies. Several content items have been shot exclusively for Qantas and the airline intends to built a library of VR clips for key destinations. Video of the Qantas VR experience here Qantas Group Executive, Brand, Marketing & Corporate Affairs Olivia Wir th tells Australian Business Traveller that the airline is also keen to see how Hollywoodproduced VR movies could transform inf light enter tainment.
Mastercard’s ‘Priceless Surprises’ initiative is a further evolution of its wellknown ‘Priceless Moments’ campaign. Says Maripi Jalandoni, U.S. head of marketing, MasterCard “Over time, our Priceless campaign has transitioned from showing ‘priceless’ moments on television commercials to enabling priceless experiences in our cardholders’ lives to now inspiring priceless surprises among MasterCard cardholders.” Leveraging its co-branded credit card partnership with American Airlines, MasterCard surprised more than 100 AA passengers during a flight from LA to New York with a sneak preview of the new ‘Annie’ movie and a meet-and-greet with its star and director. Unsuspecting passengers on AA Flight 4 from LAX to JFK who showed the gate agent their ticket were handed a faux movie ticket and told that a ‘Priceless Surprise’ would be taking place during the flight.
Onboard, the MasterCard team handed out branded earbuds, and those who showed their MasterCard received an upgraded set of earbuds. Passengers could then be the first to watch the new Annie movie on the IFE system. Staff also handed out movie vouchers to allow passengers to see Annie on the big screen, and flight attendants passed out popcorn and movie candy. Upon the movie’s conclusion, Quvenzhane Wallis – who starred as Annie in the movie – emerged from the Business cabin outfitted in the dress from the movie, to answer questions from the passengers. Upon exiting the plane, passengers walked the red carpet from the jet way to the gate, while being ‘interviewed’ by a mock red carpet correspondent. Images of the event here
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
