Changi’s Millionaire Dance Celebration Video! Objective: To launch ChangiAirport’s largest ever shopping promotion. Singaporeans invited to show what it feels like to win $1m in a flash mob-style mass performance, right in the heart of Changi Airport. Attracted over 400 performers, professional and amateurs, aged 10 to 75. Apart from driving retail, the campaign evoked heartwarming expressions of pride as well. Watch the video here.
Evaluation In terms of brand buzz, the campaign achieved US$1,403,605 million in PR value, 2.8 times the target: 260,000+ video views in the first six months Coverage in 3060 blog posts News coverage in 35 local and international press titles. ChangiAirport recorded a 13% year-on-year surge in sales. Was named as Campaign Asia’s top five viral campaigns of 2010, alongside multi-million dollar campaigns like Old Spice’s ‘The Man Your Man Could Smell Like’, yet cost less than $250,000.
Augmented reality iPhone app The augmented reality iPhone app is designed to help users navigate the airport terminals. This is a first for location-based augmented reality services, which typically don’t deliver information about the layout of indoor areas. This app keeps track of a user’s location by using Wi-Fi signals generated inside the airport’s terminals.
Evaluation Copenhagen have been truly innovative and cutting-edge with respect to the concepts and technologies they’ve applied. Not only is their app extremely unique it also acts as a valuable tool to drive key business goals like engagement and customer service.
A unique, real-time Twitter screen In LGW, a Twitter FIDS screen is in full public view, allowing ‘social customers’ to tweet any issues that need attention. Being in full public view, everyone can see the airport’s responses and their timeliness. This was of great help to travelers stuck at the airport during the “snowmaggedon” in December 2010
Evaluation Gatwick’s extremely unique strategy to get the attention of customers while providing them a dynamic, real-time customer service solution is another great example of how a little innovativeness can go a long way in driving key business goals via social media while engaging customers along the way.
A radical all-encompassing approach Successes include being the first US airport to have a corporate blog and to use Facebook. One of a few airports to gain 25,000 fansas well. CEO himself engages with fans and travelers online and the team is led by a very hands-on Marketing Manager, Kristy.
Evaluation A huge aspect of the social media strategy is listening and engaging with customers, while empowering them to build a community around the airport.
A holistic social media strategy! Objective To keep their followers, friends and fans up-to-date on weather, delays and conditions at the airport, along with travel, aviation and local tourism articles, blogs and commentary.
Evaluation Harrisburg’s goal has been to engage and listen to their audience’s needs, and increase brand awareness, top-of-mind recall, and influence behaviors with those audiences. In these terms, they’re noticing positive and significant reactions from the customers in terms of brand engagement.
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