benchmark report
airline marketing
take off and tune in with spotify
spot the blame BMI REGIONAL When launching four new routes from Munich (to Rostock, Southampton, Bergamo and Norköpping) bmi regional turned to photo sharing network Instagram, and worked with the “Instagramers” super-fan group. Present in over 300 cities worldwide the “Instagramers” are groups of mobile photography enthusiasts who organize competitions, meet-ups and increasingly work with brands. bmi regional already had a history of working with the Bristol (UK) group , and so for the Munich launches Instagramers Munich were brought on board. The two moderators Björn Kindler and Anja Sauer (52k (70k followers) followers) were flown to the four new destinations over four weekends in March and April. As par t of this, they took over the bmi regional Instagram account and posted pictures showcasing each new destination . One photo in each destination included a bmi regional model MAY 2016 ISSUE
VIRGIN AMERICA plane . Social media followers had to “spot the plane” and enter the location in a competition page for a chance to win flights. Social media takeovers, where celebrities and major influencers guest edit brand social media feeds, are becoming increasingly common for brands .
Music builds strong bonds and can set people in the right mood to travel.
In this case, the two Instagramers bmi regional worked with were able to aler t their 120k followers about the campaign and new destinations. In total, Anja Sauer and Björn Kindler posted 37 destination photos on the bmi regional Instagram feed, generating 2491 likes. Björn and Anja additionally promoted the campaign on their own accounts , which netted an additional 2166 likes. The campaign and all photos were cross-posted onto bmi regional’s Facebook page. As a result of the project, bmi regional also got access to high quality photo content, some of which will be appearing in the next edition of the In-Flight Magazine.
Customers can go onto the airline’s website , choose a destination and download curated playlists which represent the spirit and flavor of that city.
Virgin America is the latest airline to launch a dedicated campaign promoting special Spotify playlists for customers to stream at 35,000 feet.
The airline is promoting its Spotify destination music collections, available on limited flights, on its social media channels and including Facebook , Twitter Instagram . Virgin America is also offering its customers a free trial of Spotify Premium. Spotify has really taken off with airlines. A number of carriers have created destination-based playlists and popular playlists.
British Airways was the first airline to par tner with Spotify on a promotion. It featured Amsterdam, Barcelona, Valletta (Malta), Naples and Edinburgh as the launch cities put to music. Norwegian Airlines features the Sounds of Scandinavia on its Spotify list and Delta curates a monthly music selection which play as passengers board the plane and can also be enjoyed on Spotify. Meanwhile, American Airlines features a varied blend of music on Spotify, appealing to a broad audience and earned high praise on social media with a monthly ‘boarding playlist’ .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
