Virgin Australia - The Greatest Ever Seat Upgrade

Virgin Australia - The Greatest Ever Seat Upgrade

On May 1, a major Virgin Australia giveaway helped to make for a special halftime break during a match between Melbourne’s Carlton Football Club (a Virgin Australia partner) and rival team Collingwood. One entire row of fans attending the Friday night blockbuster had their MCG Arena seats upgraded to a round-trip, premium economy seat on a Virgin Australia flight bound for LA.

Fans were made aware of the contest on the Carlton FC homepage, and as they entered the stadium.

At halftime, a Virgin Australia plane was displayed on the digital advertising boards surrounding the playing field and a countdown clock accompanied by the sound of jet engines got the crowd excited and cheering.

The aircraft circled the stadium and landed in front of section M15. All the row numbers from that section were then placed into a bowl and one was selected at random from the centre of the pitch.

“This is a great way for two great brands to come together to reward loyal fans. Working closely with Carlton and the AFL we will be delivering a truly world class production,” said Michael Scott, Virgin Australia’s General Manager of Marketing.

This fun experiential campaign serves as undeniable proof that a large and enthusiastic group of people can be reached without the use of social media or the web. The YouTube video documenting the halftime festivities has been viewed more than 3,000 times. It also received 1360+ likes and more than 172 shares on Facebook.