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Ryanair - Snake Away Dance Sale
Ryanair - Snake Away Dance Sale
In celebration of St. Patrick’s Day and promoting a flash sale (in which seats out of Dublin were selling for as little as €9.99), Ireland’s cheekiest airline ran a short and sweet social media campaign which called upon fans to show off their Irish dancing skills for a chance to win airline tickets.
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On March 16th, Ryanair uploaded two videos featuring Irish dancing at an airport. The first one was professionally filmed and shared through various platforms. It advertised the flash sale and wished everyone a happy St. Patrick’s Day.
The same day, another video surfaced on Facebook and Twitter in which a Ryanair staffer danced an Irish jig through the airline’s main offices. At the bottom corner of the short video was the hashtag #RivAirDance, and the text above the video read: “COMPETITION! Send us YOUR best”.
The March 16th video was viewed 74,000 times on Facebook. On March 17th (St. Patrick’s Day), a second video was posted to remind people of the contest. This one showed CEO Michael O’Leary doing his own dance and it was viewed 13,000 times on Facebook.
One winner was selected randomly from Facebook and one from Twitter. Both were announced March 18, and each won two flight vouchers good for 12 months.
The promotion itself was extensively covered in the Irish media -- for example, in the Irish Independent .
