benchmark report
airline marketing
digital
iceland in the euros
how to cook like a local
WOW AIR / ICELANDAIR Icelandair and WOW Air have been harnessing the excitement of Iceland’s first par ticipation in the 2016 EURO Cup football tournament to heighten brand awareness though social media interaction with fans. The social activity kicked off well before the Euros, but when Iceland (a team whose coach is actually a dentist) upset England and eliminated them from the tournament, WOW Air reacted swiftly to that win on Twitter and soon afterward shared the team’s celebratory dance Facebook. Meanwhile the airline’s official “Snapchatter” that they had sent to explore Montreal was also watching the game live and — of course — sharing snaps . About a week later, right before Iceland faced France in the semi-final knockout game, Icelandair held a simple Facebook contest asking followers to share their Icelandic name by adding “sson” (for men) JULY 2016 ISSUE
HAWAIIAN AIRLINES or “sdóttir“ (for ladies) to their father‘s first name, for the chance to win an Iceland football jersey with their Icelandic name on the back. This Facebook post garnered over 3000 shares and about 30,000 comments. On Twitter, the same challenge registered 112 shares and 178 likes in about 24 hours.
They say the fastest path to the hear t is through the stomach, and with foodie travel being an ever growing sector, it makes sense for airlines to promote their brands by featuring in-flight dining, and promoting local food tourism. Hawaiian Airlines has taken this idea even one step fur ther, balancing between the need to eat and the desire to escape the kitchen and enjoy the surf on a beautiful island beach .
Then on June 3, the morning of the Iceland v. France quar ter final match, WOW Air (Iceland’s low-cost carrier) again displayed its social media agility using Snapchat to broadcast a rowdy flight full of Iceland football suppor ters flying to France for the game. On Twitter , the video saw 66 retweets and 98 likes and on Instagram it was watched by almost 8000 people in a single day.
Its new YouTube cooking series ‘How to Cook Like a Local’ consists of a series of shorts , each featuring the recipes of a local island chef. As par t of the video series, Hawaiian Airlines presents quick, easy to follow, homestyle recipes for traditional island dishes.
Read more about the difference between the two airline’s techniques at simplifying. com .
The videos run under a minute—most around 40 seconds—but all are long enough to convey the basic cooking
instructions and develop an appetite. Each video is also accompanied by a detailed recipe in the description which cooks can use for reference. The shor t clips follow the tried and true formula of all cooking shows, while reducing them to their essence, and keeping the production as simple as the dishes themselves. Hawaiian Airlines’ cooking shor ts also incorporate the new trend in mobile cooking apps and recipe sites which offer shor t instructional videos, designed for cooks preparing dishes while reviewing the recipe on a smar tphone or tablet. They’re easy. They’re tasty. They’re smar t. After all, no one has time to waste in the kitchen making dinner when there’s a perfectly good sunset to revel in on Maui!
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
