benchmark report
airline marketing
twitter check-in
pokémon go A IRBALTIC, VIRGIN AMERICA, VIRGIN AUSTRALIA
GOL Brazilian Airline GOL is now allowing passengers to check-in on Twitter via a direct message (video ). By following the @VoeGOLoficial account and tweeting the hashtag #GOLcheckin, customers receive a direct message which takes them through the check-in process, including ID validation. Customers then receive a QR code which lets them download an electronic mobile pass to their phones. The service is available for both domestic and international flights. “We have more than 500,000 followers on Twitter, and a wide interaction with customers through this channel, which has encouraged us to create the service on the platform. The company is always looking to innovate and bring intelligent solutions to customers. This new feature is another option for the customer to check-in how and where he wants,” explained Lilian Santos Faria, Digital Marketing Manager and E-commerce GOL. AUG 2016 ISSUE
Twitter has become a popular social media platform in Brazil, with 40.7 million users as of the last quar ter of 2015. While initial use of the #GOLcheckin hashtag has been moderate, it has been steady and the airline is actively promoting its use with customers, as well as engaging social media influencers to pass on the message about the service to their fans. As social media’s utility grows beyond news sharing to customer service, airlines are finding ways to use these simpler, more familiar platforms to improve the travel process for their customers. Outside the Americas, Jet Airways was first to launch a Twitter check-in for its customers, while earlier this year KLM turned to Facebook Messenger to simplify its check-in process.
The augmented reality (AR) Pokémon GO game has been the fastest mobile game download in history, with more daily interaction than either Tinder or Twitter. As the world-wide Pokémon fever spread some airlines were swift to jump on the new oppor tunity to engage with fans. airBaltic par tnered with its homebase Riga Airpor t for a special hunt, and encouraged customers to share their finds on social media with the hashtag #airBalticPokeHunt . Virgin America similarly par tnered with its hub, San Francisco International Airpor t, to coordinate a special Pokémon Hunt. The airline published a guide on its blog of all the Pokémon to be found at the airpor t, with tips on best way to catch them.
Virgin America also announced the presence of a Pokémon at one of its gates by publishing it on the gate display screen . The airline has posted funny messages on its gate screens before so this was very much in character. Virgin Australia got its service desk into the game as well, offering passengers gamebased ‘tools’ to catch the Pokémon they were hunting for. Even smar t airport concessionaires are finding ways to profit from the Pokémon craze. Predicting when a game or meme will take off like this is tricky, but by keeping a close eye on social media conversations airlines can better assure they catch ‘em all.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
