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Win a JPMile a
second
CASE STUDY
‘Win a JPMile a second’ Contest
Client: American Express India
Partner: Jet Airways
Agency: Digiqom
Target Group:
◦ 25-35 ...
Goal
Awareness building via social media buzz for
the new Jet Airways and American Express cobranded card.
Promoting the b...
Contest
The contest by Jet Airways and American Express India enabled their Facebook fans to
participate and win JPMiles u...
Proposition
Promote the co-branded card through an
online application that offers instant
gratification and win a JPMile e...
Discovery: Online + Facebook Ads
Contest Play
Referring a Friend
Buzz
USP
Win
Increased buzz around the Jet Airways and American Express co-branded Card in the online
space.
Awareness about the ex...
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Social Media Case Study: How Jet Airways and American Express Increased Buzz for Co-Branded Card in the Online Space

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Social media case study on the contest by Jet Airways and American Express India enabled their Facebook fans to participate and win JPMiles under the contest.

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Transcript of "Social Media Case Study: How Jet Airways and American Express Increased Buzz for Co-Branded Card in the Online Space"

  1. 1. Win a JPMile a second CASE STUDY
  2. 2. ‘Win a JPMile a second’ Contest Client: American Express India Partner: Jet Airways Agency: Digiqom Target Group: ◦ 25-35 years old ◦ Senior Executives ◦ Living in 7 cities – Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad and Pune Date: April 2 – May 11, 2013
  3. 3. Goal Awareness building via social media buzz for the new Jet Airways and American Express cobranded card. Promoting the benefits of the association for Jet Frequent Flyers and other Fans, on Jet Airways Facebook page who can enjoy exclusive privileges that are the hallmark of the American Express experience.
  4. 4. Contest The contest by Jet Airways and American Express India enabled their Facebook fans to participate and win JPMiles under the contest. The contest invited the participants to apply for the new Jet Airways American Express Platinum Credit Card. The participants were entitled to earn 250 - 1000 JPMiles for applying for the card through this contest. The JPMiles were credited into the participant's JetPrivilege account on completion of the contact details verification call by American Express. For winning the contest, the participants referred friends for the Card. The more the referrals, the more the participants chances of winning. At any point in the contest, the participant could check referral score and JPMiles tally on the 'My Account' page in the app. All communication about the application was published on the Jet Airways Facebook page.
  5. 5. Proposition Promote the co-branded card through an online application that offers instant gratification and win a JPMile each second. The application encourages Facebook Users (Jet Airways Facebook Fans) to participate in the contest, refer their friends, and win 86,400 JPMiles a day. People participate in the contest and fill in a form to apply for the new Jet Airways American Express Platinum Card.
  6. 6. Discovery: Online + Facebook Ads
  7. 7. Contest Play
  8. 8. Referring a Friend
  9. 9. Buzz
  10. 10. USP
  11. 11. Win Increased buzz around the Jet Airways and American Express co-branded Card in the online space. Awareness about the exclusive privileges that are the hallmark of the American Express experience amongst the Jet Frequent Flyers and other fans on Jet Airways Facebook page. Increase in ‘Likes’ and engagement on the Jet Airways Facebook page. Card with pre-loaded points becomes an aspiration for the participant. All participants in the app are prospective customers.
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