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How does an airline become the third most discussed airline on social media in the UK when it only has 14 planes? bmibaby used Twitter, Instagram, and conventional PR to inspire a generation of …

How does an airline become the third most discussed airline on social media in the UK when it only has 14 planes? bmibaby used Twitter, Instagram, and conventional PR to inspire a generation of travellers

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  • 1. THE BMI PINTEREST LOTTERY bmi’s final social media campaign
  • 2. ABOUT ME - about.me/dirktherabbit
  • 3. WHAT DOES THIS CAMPAIGN SHOW? How social media can be agile, flexible, effective, creative
  • 4. THE BACK-STORY
  • 5. WHAT THE POTENTIAL SALE RULED OUT MOST PROACTIVE PR, ON SITE CONTENT
  • 6. THE BMI SPRING SALE
  • 7. OUR SOLUTIONFocus on the destinations
  • 8. EARLY 2012The network everyone was talking about
  • 9. HOW PINTEREST USED TO LOOK (it reminded us a bit like a bingo / game board)
  • 10. THE BMI PINTEREST LOTTERY The first game of chance on Pinterest
  • 11. 1 - Go to the destination 2 - Re-pin them to your 3 - Every week a winning boards pick up to six own boards number was chosen ‘numbers’HOW IT WORKED
  • 12. BUT - WE ALSO WANTED TO PROMOTEDESTINATION CONTENT The bmi social planet (Tumblr)
  • 13. THE BMI EDIT CHALLENGE
  • 14. Results• 3000 entries (images re-pinned) reaching c. 360k users on Pinterest alone• Online PR value - picked up by 50 publications / websites• Half a million social media impressions on Twitter• 1000+ edits on Instagram, each of which reached 400k+ Instagram users• Instagram followers increased 5x to 1500, making it the 10th most followed airline worldwide (May 2012)• The cost - c. 20 return flights
  • 15. Thank you for listening!There’s more - http://rab.bt/bmipinterest