benchmark report
airline marketing
the gift back project
experiential
star wars ALL NIPPON AIRWAYS
DELTA
ANA’s new R2-D2 livery 787-9 Star Wars jet has all the makings of a new hit as the latest airline movie franchise cross promotion as it got the world’s attention and delighted generations of loyal Star Wars fans.
Air New Zealand made a similar connection with a global audience with its Lord of The Rings campaign. Vueling also aligned its brand with the global hit Game of Thrones. These epic stories appeal to audiences of all ages around the world.
R2-D2 is the courageous and faithful companion of the humanoid robot C-3PO, who can always be counted on when he is most needed. Even when he faces set backs, he persists in his mission to serve—a great analogy for ANA’s own commitment to service.
ANA accompanied the reveal of its R2D2 jet star, with a Star Wars landing site on which it promises “a range of novel initiatives to follow.” Like any good story teller, ANA is keeping its global audience in suspense on the details.
The YouTube video has had nearly half a million views, while ANA’s “new jet..star” Tweet-troduction was retweeted over a thousand times and favorited nearly 700 times. On Facebook , it has over 10,000 likes and 20,000 shares, and the story of the charming robot’s new jet was covered by major media outlets around the world. MAY 2015 ISSUE
Following JetBlue’s ‘Fly It Forward’ initiative (covered in the January 2015 edition of this report), Delta has launched ‘The Gift Back Project’ in partnership with American Express. With its theme: “Let’s make good things happen to good people,” the Gift Back Project asks: “Who’s the most selfless person you know?” In partnership with American Express, the Delta SkyMiles Credit card team lets folks gift individuals whose everyday giving nature they most admire with any gift they’d like, up to USD15,000.
Delta’s video documenting Karin’s life as a Red Cross volunteer and mother of four including a small child with Downs syndrome is also shared by the Red Cross on their website. Delta will be receiving nominations for future winners up to June of this year. Successful charitable initiatives help humanize companies. They do more than just appeal to the heartstrings by paying something back to the community and reflect a company’s values with something stronger than words: good deeds. That’s something everyone can get behind.
Delta promoted the initiative on social media with the hashtag #TheGiftBackProject . The first person to receive her gift was Red Cross volunteer Karin Newport, who was nominated by a colleague at the Red Cross and received a trip to visit family in Portland.
3
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
