benchmark report
airline marketing
pop up cinema
#SandmanSelfie
JETBLUE X AMAZON Pop-Up campaigns just got a whole lot more enter taining. To celebrate the launch of their new inflight Wi-Fi enabled streaming content par tnership, JetBlue and Amazon delivered Prime enter tainment to travellers at Terminal 5 of New York’s JFK airpor t— inside a theatre designed to look like giant Amazon signature shipping box. The special-delivery ’Amazon on JetBlue’ theatre let travellers enjoy Amazon’s original programming releases as they waited for their flight. In a dedicated section of the pop-up theatre, kids could play with Amazon’s Kindle devices and watch Amazon’s exclusive ‘Tumble Leaf’ series. “We’re looking at how to bring the streaming experience to the ground and bring a tactile experience to what the next generation of movie theatres will look like, JAN 2016 ISSUE
AIR NEW ZEALAND that’s the kind of experience that we want to create,” said Anna McEntee, JetBlue’s manager of onboard content about the special interactive display. Once onboard, JetBlue passengers who have signed up for Amazon’s USD99-peryear Prime membership can use JetBlue’s free Fly-Fi high speed internet connections to stream Amazon TV shows and movies on their personal electronic devices at no extra cost. Non-subscribers can sign up for a 30-day free trial inflight. Amazon also offers JetBlue passengers selections from its music streaming service and access to the collection of apps and eBooks available on Amazon’s online stores. Virgin American announced a similar content streaming partnership with Netflix in September, which is also suppor ted by ViaSat’s high-speed in-flight Wi-Fi connection.
Over several days in frosty December, the Air New Zealand #SandmanSelfie tour helped city-slickers in cool climates “picture” themselves on a relaxing beach in New Zealand, where summer is now in full swing. The effort ran from December 10th to 16th and invited consumers in three North American cities on the Air New Zealand route network to enjoy elements of the Kiwi summer, while learning about the airline’s inflight services and getting a chance to win free non-stop tickets to Auckland. In Toronto’s busy Yonge-Dundas Square on December 10th, holiday shoppers and commuters visited an Air New Zealand kiosk where they dipped their toes in real sand and sipped on New Zealand’s favorite style of on coffee. In Chicago’s Wrigley Square December 12th and 13th, passers-by could pop into the Air New Zealand kiosk to taste
some Kiwi cuisine and test Air New Zealand’s popular Economy Skycouch . The final stop on the tour in Houston featured a choir singing Christmas songs and fell just one day after Air New Zealand’s non-stop service from Auckland to Houston’s George Bush Intercontinental Airport was inaugurated. To enter the free ticket competition, fans who visited the #SandmanSelfie locations were encouraged to take a selfie with Sandman (a snowman made of sand, sporting Air New Zealand purple) and post them to Instagram using the #SandmanSelfie and #AirNZ hashtags. This fun surprise resulted in tons of great exposure for Air New Zealand and more than 1,000 #SandmanSelfie pictures uploaded to Instagram.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
