benchmark report
airline marketing
snap travelers
one day
WOW AIR
VIRGIN ATLANTIC Virgin Atlantic wants to inspire people to remember, and go after, dreams they may have forgotten or put aside with a social campaign entitled “One Day” . Though par t of a larger branding effor t that uses the strapline “Let it Fly” the One Day campaign is simple in both scope and execution. Limited to residents of the UK and Twitter, it’s a retrospective journey in which Virgin Atlantic and adver tising agency Adam&Eve/DDB London mined Twitter’s colourful history (going back as far as five years) and found old tweets tagged with #oneday, describing the future wishes of Twitter users. Selected tweets will be broadcast by the airline/agency duo across social media and on digital outdoor displays across the UK for… you guessed it… One Day. If someone spots their tweet, they need JUNE 2016 ISSUE
simply contact the airline to claim their prize of plane tickets to go wherever necessary to do that #oneday thing. A shor t online video was published in advance of the activation, so people had some heads up about it. Overall though, the campaign maintains a fairly clandestine edge. In a feature about the effort , Campaign Magazine asked Virgin Atlantic’s Vice President of Marketing, Hamish Rickman, a great question about whether or not it’s acceptable to re-broadcast tweets (without express permission) as par t of a marketing effor t. “When you’re talking about live engagement, there are inherently risks,” he replied. “We will have people monitoring conversations every day over the [duration] of this campaign. We’re ensuring we’re on top of any issues that might arise.”
WOW Air, the airline that once used dating/hookup app Tinder in a social media campaign , is at it again. This time, Spapchat is the social medium of choice for a campaign geared at highlighting summer destinations by showing them through the eyes and the stories of four creative, fun and adventurous “Snapchatters” hired specifically for this purpose.
given a unique itinerary comprising threeto eight-day trips to four of the airline’s destinations. As of the end of May, social media output and follower reaction to the content generated by the winners was looking robust and positive. The #SnapTraveler hashtag has proliferated across Snapchat, Twitter , Youtube , Facebook and Instagram .
To apply for this “job” (we use this term loosely, as financial compensation was not par t of the deal), interested par ties were asked to create a Snapchat story about why they should be selected. They were then asked to go to the official Snaptraveller application page , upload the story and other details, and wait for the winners to be announced via WOW Air’s various social media platforms on May 17th.
Additionally, a slew of major news publications have written about the effor t, thus helping draw in better applicants and up the hype-factor. These include Business Insider UK , Lonely Planet and Travel & Leisure .
Upon selection, the four contest winners were flown to Iceland to meet with WOW Air’s marketing team where they were
Especially with recent statistics showing Snapchat now has more daily users than Twitter , Snapchat is emerging as a social platform of choice with under-30s. This campaign reinforces WOW Air’s market position as a young, fun airline for this group to fly.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
