benchmark report
airline marketing
digital
70 years album
tweet a seat SINGAPORE AIRLINES Singapore Airlines’ campaign promoting the August 9th launch of Premium Economy on flights to Sydney proves it’s never too late to make social media a cornerstone of great marketing. The carrier has traditionally used social media in a conservative way, but began ramping up activity across various platforms in the past twelve months. In a creative tie up with Twitter last month, Singapore Airlines created a customized polling card that its 284,000 followrs could use to vote for their favorite Premium Economy perk, and thus enter to win the seats to Sydney. Ten “tweet a seat” goodie bag consolation prizes were also up for grabs. Followers could simply click a button on the card to select ‘extra space’, ‘free champagne’, ‘enhanced cuisine’ or ‘faster bonus mile collection’ as their favorite thing about Premium Economy. They were then prompted to tweet their reason for choosing AUG 2015 ISSUE
TAP that particular benefit. Once they did that, they were offically entered. Between July 18 and July 28, the polling card was retweeted 150 times and favorited over 300 times on Twitter, plus thousands of people entered the contest. “The best campaigns on Twitter often have a multi-prong approach to customer engagement,” said Steve Kalifowitz, head of brand strategy, APAC and MENA at Twitter. “Partnering with Singapore Airlines to develop a Twitter-exclusive campaign that speaks to tech-savvy customers through emojis and customised poll cards, is a great way to elevate the customer experience.”
TAP Airlines has put a modern high-tech spin on a retro childhood pastime by celebrating its 70th anniversary with the release of digital version of Panini —the classic fan albums for which you collected stickers. Now TAP has come up with a digital twist as par t of the celebrations of its 70th bir thday, Instead of the traditional paper stickers, which filled the pages of our childhood Panini albums, TAP uses digital images which can later be printed in a real album sent to the collector’s home as memorabilia.
TAP will also issue special and rare stickers, available only with a specific code to be published on the airline’s communications outlets, like UP Magazine and Facebook . In the tradition of the classic picture game, collectors can swap with others to complete their collections. Airline fans can order a physical version of their completed album from Colara at a premium of 500 Victoria Miles, or 300 Miles for members of its STEP program (for passengers 12-25 years of age).
Every day through 31 December 2015, the airline will release five new vir tual stickers though its Facebook and Instagram accounts, as well as on other content channels, which collectors can gather and paste onto their 70th anniversary commemorative album on the platform of the airline’s album par tner Colara .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
