Singapore Airlines - Tweet A Seat

Singapore Airlines - Tweet A Seat

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 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.”