benchmark report
airline marketing
social
#CockpitKaraoke
casey neistat
AIR NEW ZEALAND If Air New Zealand (ANZ) has its way, TV host James Corden might just be taking his programme ‘The Late Late Show’ to dazzling new heights – 30,000 miles high, to be exact – very soon. Never one to shy away from a fun, cheeky promotion, the mad geniuses who put Hobbits, Spor ts Illustrated swimsuit models and mountain man Bear Grylls in their inflight safety videos recently challenged Corden to take wing with them for an inflight version of Carpool Karaoke they dubbed Cockpit Karaoke . Posting their video challenge on the Air New Zealand Facebook page , the official airline of Middle Ear th’s spot has already garnered a whopping 103,000 views and 1.4K likes. Playfully encouraging Corden to reach out to them on social media via Twitter, Snapchat and even a “message in a bottle” OCT 2016 ISSUE
EMIRATES if need be, Air New Zealand’s clip is already gaining a cult following online with the popular #cockpitkaraoke hashtag trending on Twitter and YouTube fans watching the video challenge almost 13K times since it went live just over a month ago. A reaction of sor ts to Corden’s comment (during a recent interview) that New Zealand was “a little bit boring,” the carrier’s suggestion that Corden join them inflight for a playful sing-along has been a PR boon to the airline.
Love him or hate him, self-described “brotastic” lifestyle vlogger Casey Neistat knows how to get people to watch his videos. And with upwards of 750K followers on Twitter, 1.6 million followers on Instagram and 4.9 million subscribers on YouTube, Emirates could not have picked a better social media booster for their luxurious First Class offerings than the crazy-enthusiastic Neistat.
Write ups about the campaign have appeared on such popular sites as the DailyMail.com , Traveller.com Australia and even AdWeek.com .
And though Neistat insists that he was not paid by Emirates to highlight the glories of their First Class cabin, the fact that Emirates bumped the YouTube superstar to First Class from Business on a recent flight from Dubai to New York has paid off handsomely for the carrier.
There’s been no word yet on whether Corden will take ANZ up on the offer, but with so many fans already “singing the carrier’s praises” online, it hardly matters.
Shooting video every step of the way during the flight, Neistat’s 9-minute YouTube clip just might be the best “ad” any airline never paid for.
Already viewed nearly 20 million times on YouTube alone, the clip features Neistat exploring every nook and cranny of the Emirates First Class suite, eating like a king from the customized menu, and even taking a five-minute shower in one of Emirate’s legendarily inflight bathrooms. Generating major buzz online over the past couple of weeks everywhere from the website for The Sun UK and AdWeek. com to popular, digital native news outlet, Quartz.com the clip is easily the best bang for the carrier’s buck in years. As far as brand awareness goes, the fact that Neistat’s video has instantly equated the Emirates name with world-class luxury for a generation of YouTube viewers, many of whom have probably never even heard of the carrier, is a win-win situation for all.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
