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Best Airlines in Social Media,[object Object],Helping airlines & airports engage travelers profitably,[object Object]
Introducing the Top Nominees for 2011,[object Object]
Nominee 1 ,[object Object],Air New Zealand,[object Object]
1. Reinventing long-haul,[object Object],In 2010 Air NZ delivered a new game-changing long-haul airline experience. ,[object Object],The big idea: To create an entity and campaign that would live only online and in PR, and could easily move around the plane to showcase all the innovations.,[object Object],So, in mid 2010, at the legendary Jim Henson’s Creature Shop in Los Angeles, Rico was born. The peculiar puppet was designed to be a cult character that starts conversations that would continue far beyond the launch of the new plane.,[object Object]
The Rico Craze,[object Object],A series of online videos were shot featuring Rico and other passengers experiencing the different classes and innovations aboard the new 777-300.,[object Object],Rico ultimately became a hot topic and was even interviewed in Hollywood by Campbell Live, has made a music video with Snoop, and he's interviewed Lindsay Lohan and the Hoff as part of his 'On the Skycouch with Rico' series.,[object Object]
Evaluation,[object Object],1. Rico’s videos included 400 million impressions in the US and 3 millionYouTube views. The campaign ranked 10th in the world for 2010 viral videos and is being used as a global case study by YouTube.,[object Object],2. The campaign is exceeding aggressive revenue targets, and has increased demand in the Economy cabin by 25%. ,[object Object],3. All this global awareness was achieved on a media spend of just NZ$167,000 (US$135,000).,[object Object]
2. Fit to fly,[object Object],The challenge was set to drive brand awareness for Air NZ and push much further into global markets.,[object Object],The big idea: A completely unexpected take on the Safety Video: transforming it into a retro 80s exercise video that worked as highly visible online content first, and as clear and functional on-board safety instructions second; combining it with a market-leading seeding strategy to deliver massive global awareness for Air NZ.,[object Object]
Roping in the “expert”,[object Object],In the case of Fit to Fly, the fitness legend, Richard Simmons was the creative answer to Air NZ’s objectives. His international recognisabilityalong with his life being genuinely devoted to championing fitness and an active lifestyle made him an ideal person to reach out and touch as many people as possible with his message.,[object Object],Bright, bold and in your face, Fit to Fly did exactly what it set out to do: make plenty of noise to get heard around the world.,[object Object]
Evaluation,[object Object],The interest in the Richard Simmons video delivered over half a billion media impressions in the US and UK alone. ,[object Object],Key US successes included an exclusive video launch on Mashable, which ultimately delivered 2.2% of total views on YouTube from an embedded player. This was a massive win for the campaign and set Air NZ on a true global social media stage.,[object Object],Ultimately the content pulled in over 2.3 million YouTube views and 1 million You-Ku (China) views.,[object Object],Social Media highlights:,[object Object],• 50,000+ Facebook engagements,[object Object],• 32,000+ Twitter engagements,[object Object],• 24,000+ Stumble Upon engagements,[object Object]
3. Air New Zealand have nothing to hide!,[object Object],This dare-bare campaign ,[object Object],celebrated the airline’s transparent fare policy by showing the staff (and even CEO) in a commercial wearing only body-paint!,[object Object],YouTube views:6,750,000+,[object Object]
4. Foursquare Mayors,[object Object],The “mayors” of select airports and terminals served by Air New Zealand receive free admission to the Koru Lounge just by showing their mayor status and boarding pass. ,[object Object],Pro Tip: Koru Lounges offer amenities like bar service, light refreshments, televisions, magazines and showers.,[object Object]
Rewarding the most loyal customers!,[object Object],If they’re already a Koru Lounge member, Air New Zealand will award them 100 Airpoints Dollars instead (up to a maximum of $300 per month).,[object Object],Mayors of Koru Lounges are eligible for 100 Airpoints Dollars as well.,[object Object]
Evaluation,[object Object],While the viral video was a great way to drive both revenue and engagement while gaining huge buzz, the Foursquare mayors initiative drives loyalty and engagement by rewarding loyal customers. ,[object Object]
Nominee 2,[object Object],Virgin America,[object Object]
1. Fantastic Toronto route launch using Twitter!,[object Object],One of the earliest examples of route-launches using social media.,[object Object],Virgin America, while launching its Toronto route, offered 50% discount to the first 500 people who booked tickets using their Twitter handles. Those with higher Twitter influence got more perks!,[object Object],Money spent on traditional advertisements:,[object Object],$0,[object Object]
2. Route launches using Groupon,[object Object],After announcing the  new Chicago-O'Hare and LAX, SFO routes, VA tasted huge success with a Groupondeal in a matter of a couple hours. ,[object Object],The bargain was to pay $7 and get $77 in airfare towards a round-trip purchase on Virgin America’s new routes, and the deal was good on Groupon's Chicago, Los Angeles and San Francisco sites. ,[object Object],Quite obviously the deal was a huge hit. Later, this was repeated successfully, with slight modifications to the price, for the Dallas-Fort Worth routes.,[object Object]
3. Location-based check-in rewards,[object Object]
A race to get on the leaderboard!,[object Object],Passengers compete with each other to check-in at the most locations around the airport and to get on the public leaderboard.,[object Object]
4. Chrome web app helps you fly!,[object Object],To use this app, users input their gender as well as where, when and the kind of trip in order to get suggestions for what to pack and where to go.,[object Object],Users can also select specific traveling preferences to build Trip Inspiration boards based on criteria like Trip Vibe and Must Do activities. ,[object Object],They can also pick from a selection of images or add their own images from Picasa to their boards. The app then recommends destinations that correspond to the “mood” of your Inspiration Board. ,[object Object]
Evaluation,[object Object],Overall, Virgin America’s stellar presence on social media coupled with its innovative ticket giveaways drive revenue not only by clearing excess capacity but also by driving awareness of new routes as well as increased engagement with fans. The location-based initiative was a great way to drive both loyalty and engagement.,[object Object]
Nominee 3,[object Object],KLM,[object Object]
1. Wonderfully innnovative route launch,[object Object],KLM announces that the Amsterdam-Miami route would be re-launched on Mar 27, 2011.,[object Object],But Dutch DJ/producer Sied van Riel and film-maker Wilco Jung replied on Twitter that this would be too late for the Spring Break events.,[object Object],In response KLM empowers and challenges them to fill up a plane! In return, they’d fly on an earlier date!,[object Object]
The challenge gets an unbelievable response!,[object Object],The DJ and Filmmaker responded with a  website, Twitter account and a hugely popular #fly2miami hashtag.,[object Object],Result: On March 21, 2011, a KLM MD-11 packed with Dutch DJs, producers, promoters and other dance fans, will fly2miami!,[object Object]
2. KLM Surprises pleases its Foursquare followers,[object Object],Some passengers who check into KLM’s Foursquare venues are surprised with personalized gifts from KLM,[object Object],Read more on SimpliFlying.,[object Object]
Surprises = Delighted customers!,[object Object],Passengers, chosen at random, are accosted by KLM at the airport and receive special gifts. ,[object Object],Delighted passengers share stories of appreciation with friends and family on social networks, spreading the word even further.,[object Object]
3. Viral Video to promote Economy Comfort,[object Object],KLM hired magician Ramana to perform his famous levitation trick to advertise the benefits of the airline’s new economy comfort optionthat gives passengers more leg-space and allows them to recline their seats twice as much.,[object Object],YouTube views:1,433,000+,[object Object]
Evaluation,[object Object],KLM has been one of the leaders in the social space and has run some extremely innovative campaigns.,[object Object],It’s route launch to Miami saw it drive both revenue and engagement while “Surprises” genuinely made their customers happy and pleased to fly the airline. In other words, it drove loyalty. Moreover, their viral video drove engagement and revenue.,[object Object]
Click here to download.,[object Object]
Nominee 4 ,[object Object],AirAsia,[object Object]
1. Driving revenue,[object Object],AirAsia launched its AirAsia 10 Cent Big Sale on 23 May 2011, but rumours were already rife in social media about an impending sale. coming up. ,[object Object],The only unknown factor – how low would they go?,[object Object]
“Can you buy a flight with a coin?”,[object Object],A simple call to action with a picture of several coins kicked off as a teaser for fans, asking them to mark their calendars and the question “Can you buy a flight with a coin?” ,[object Object],That particular post garnered 681,996 impressions.,[object Object]
Driving the excitement on Facebook,[object Object],Using the Facebook “Event Calendar” function, AirAsia also created an event called “AirAsia 10 Cent BIG Sale”, for fans to interact with their own friends and send out invitations for them to stay tuned. ,[object Object],Fans were made aware of the sale date and anticipation was built towards 23rd May 2011.,[object Object]
Something for everyone!,[object Object],AirAsiacontinued to tease fans with photos of destinations on sale, based on different themes - Sun Sea Surf, Eco Tourism, Shoppers Paradiseetc. essentially saying that there’s something for everyone.,[object Object]
Making the booking process really easy!,[object Object],After AirAsia revealed the full list of destination and prices, its “Bargain Hunter 101” note made the booking process even more smooth. ,[object Object],Even though it was a midnight sale, the Regional Team was on standby to provide quick response and assistance to fans on all Social Media platforms.,[object Object]
Evaluation,[object Object],Apart from the tickets sold, total fans on Facebook increased 90,405 regionally, and the total views of the "teaser" was a whooping 8,703,653 views. ,[object Object],Within a week, AirAsia Social Media platforms saw an increase of 94,844 fans without the help of any traditional media.,[object Object]
2. A great new way to serve customers!,[object Object],In order to deal with growth on its network and resultant customer queries, AirAsia took a unique path to customer service without adding to its Call Centre which would have inevitably added to operational costs and subsequently higher fares.,[object Object],AskAirAsiais an online customer service portal, created in early 2011 to provide quality customer service to existing customers. It utilizes social media to the hilt including live chats and Twitter. ,[object Object]
A holistic customer service portal!,[object Object],The main portal AskAirAsia.comis an FAQ portal that introduces the new “face” of AirAsia Customer Service – Lil’ Miss Red. Guests can ask her questions and are directed to a list of Search Results that show the top questions by guests related to the question asked. ,[object Object],Guests can also get answers to questions about AirAsia, pre-flights, during flight, post-flight and even be updated on latest news. The AskAirAsia portal is available in 5 languages.,[object Object]
A large number of ways to get served!,[object Object],Guests who cannot find the answers they were searching for can seek further help through AskAirAsia’s social media platforms on Twitter, Weibo and Live Chat. Lil’ Miss Red is available on Twitter and Weibo (@askairasia) to quickly answer guests’ questions and feedback.,[object Object],For those who do not want to go on Twitter, the website offers a Live Chat session for guests who want to be attended to immediately. ,[object Object]
Evaluation,[object Object],Lil’ Miss Red’s Twitter and Weibo Accounts, Lil’ Miss Red now have over 20,000 combined global followers.,[object Object],The Twitter and Weibo accounts play a double-edged role in fan acquisition on Social Media as well as providing personal assistance.,[object Object],This additional customer service platform provides faster responseand creates more engagement with guests by serving existing customers whilst effectively staying true to AirAsia’s low cost business model.,[object Object]
Nominee 5,[object Object],JetBlue,[object Object]
1. Driving revenue and reinventing the booking process,[object Object],JetBlue sells last minute, limited-availability, cheap flights every Tuesday. ,[object Object],Almost 240,000 people follow this account!,[object Object]
2. Awesome viral video,[object Object],JetBlue exposes the ridiculousness of airline fees with this video featuring a vendor trying to sell New Yorkers a half cup of soda. Hilarity ensues as enraged New Yorkers wonder why they can’t get the entire can of soda that they paid for.,[object Object],YouTube views:71,000+,[object Object]
3. Location-based rewards,[object Object],Announce to your friends on Facebook that you’re at a JetBlue terminal and earn loyalty points as well as other rewards.,[object Object]
Evaluation,[object Object],Not only does “Cheeps” help fill up capacity, it drives more user traffic to JetBlue.,[object Object],While the Twitter sale drives revenue, the superbly made viral video drives revenue, loyalty as well as engagement. The LBS initiative drives both loyalty and engagement!,[object Object]
Nominee 6,[object Object],SpiceJet,[object Object]
SpiceJet organized 3 contests to drive awareness about their new planes and destinations in India,[object Object],1. Name the plane –Fans and followers were asked suggest 5 names for SG Q400 aircraft in 'Hindi' after Indian spices that would be appropriate as names for the planes. If their choices matched SpiceJet’s, a lucky winner would get to inaugurate the first flight of the Q400 fleet! ,[object Object]
Trivia contest,[object Object],2. SG400 trivia - This six-day long contest had one question everyday regarding the SG Q400. Every correct answer gave the fan/follower a DIGIT. At the end of the contest, these digits formed the key to win some great prizes! ,[object Object]
Loads of responses,[object Object]
3. Guess the destination,[object Object]
Evaluation,[object Object],SpiceJet’s stellar intiative was actually a three-pronged effort: namely, to first drive brand awareness online and build engagement with customers on social media, to drive awareness of the new aircraft(Q400) and to drive awareness of their new route.,[object Object],In all these, it succeeded by driving spectacular engagement and buzz online.,[object Object]
Nominee 7,[object Object],Spring Airlines,[object Object]
Spring Airlines gets social media savvy!,[object Object],Spring Airlines has the largest presence on the #1 Chinese social media site SinaWeibo. To reassert its dominance, it recently organized a campaign involved a sweepstake, inviting fans to “@” Spring Airlines’ official account while “@”-ing at least 2of their friends.  ,[object Object],All entrants had a chance to win 1 of 25 double-ticket passes to Transformers 3.  In this way, they hoped to recruit more followers for follow-up campaigns (the most popular of which is their bi-weekly ‘flash buys’). ,[object Object],Source: http://www.flickr.com/photos/crankyflier/,[object Object]
Great low-cost strategy,[object Object],Winners were selected randomly and issued tickets to T-3, with funding provided by 3rd-party online payment providers who were happy with the traffic and they gained.  As an LCC, this was a great coup for the airline!,[object Object],At the event, winners were invited to leave a message on a whiteboard which was shaped like a SinaWeibo text box and leave their messages for Spring Airlines.,[object Object]
Evaluation,[object Object],During the 6 days of the competition, 700,000+ unique accounts were exposed through Friend networks, with 53,000 unique page views. 1200 completed entries were submitted.,[object Object],Over these days, Spring’s fans increased by over 6000, which tripled their average daily recruitment of fans.,[object Object],During and following the event, photos were uploaded by Spring and the competition winners, reaching over 130,000 unique accounts.,[object Object]
For more case-studies:,[object Object],www.SimpliFlying.com,[object Object],Helping airlines & airports engage travelers profitably,[object Object], http://www.SimpliFlying.com,[object Object]

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