bmi regional - Spot The Blame

bmi regional - Spot The Blame

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 (70k followers) and Anja Sauer (52k followers) were flown to the four new destinations over four weekends in March and April. As part 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 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.

In this case, the two Instagramers bmi regional worked with were able to alert 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.