benchmark report
airline marketing
social
brands as newsrooms
thrqu the q
TUI, KLM Real-time marketing (whitepaper here ) is about brands producing and distributing original content in real-time. It combines social and content strategies with the dex terity of a newsroom and allows brands to communicate with an audience by creating relevant content on a continuous basis and ‘earning’ more credible media exposure at the same time. In order to help brands with their realtime marketing effor ts, agencies including DigitasLBi have developed services such as brandLIVE (video) that consist of combined brand and agency teams that constantly search and scour for insights and nuggets of information to connect it to the brand and create content to engage with their audience. One of DigitasLBi customers is Dutch leisure carrier TUI Netherlands which recently held a 3-month BrandLIVE trial which saw members of the airline’s social MAY 2015 ISSUE
AER LINGUS media team set up shop at DigitasLBi’s ‘brand room’, where large screens on the walls provide real time visibility of the status of, and plans for conversations on social media which was conceived, created and distributed in real-time by the team consisting of people from DigitasLBi and TUI (images here ).
AerLingus and ‘advocacy’ agency Testify invited a host of bloggers to take par t in a travel writing competition to raise awareness in Great Britain of the airline’s USA pre-clearance facility at Dublin Airpor t, which allows passengers to arrive in the U.S. as a domestic travellers – cutting out long queus.
On a similar note, KLM took its social media activities to the nex t level at the end of last year with a bold campaign called #HappyToHelp , which saw 30-people teams of specialists from both KLM and its agency Tribal DDB work round-the-clock in shifts to produce content in a customdesigned ‘real-time newsroom’ (video) based at Amsterdam’s Schiphol Airpor t.
19 bloggers – who jointly had 80,000 Twitter followers and nearly 40,000 Facebook likes – took par t and during 11 days had to drive their readers to an app on the Aer Lingus website where they had to sent their favorite blogger on a vir tual journey from the UK to the USA via the airpor t with the fastest queuing time. Voters had 3 options: Dublin (fastest queuing time with pre-clearance), Heathrow and Gatwick (both longer queues – no pre-clearance) and could vote for their favourite blogger every day, ranking them on a leaderboard.
When a blogger received a vote to travel via a London airpor t this counted as a ‘negative vote’. Therefore it was in the interest of the blogger to carefully educate their audience as to the fact that Dublin is not only the correct answer, but WHY it is the correct answer. Voters had to Tweet their vote via the app to qualify as an entry. The blogger with the most journeys via Dublin airpor t at the end of the campaign won a trip from the UK to New York, as well as one of his/her par ticipating voters. Overall 5,232 people par ticipated in the competition and there were 582 ‘negative votes’. In total, there were 6,923 twitter mentions of the competition, which reached almost 1 million Twitter users.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
