Best Use of Emerging Platform by Airline - SimpliFlying Awards 2014

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Who should win Best Use of Emerging Platform by Airline at SimpliFlying Awards 2014? Vote at: http://poll.fm/4vliv

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Best Use of Emerging Platform by Airline - SimpliFlying Awards 2014

  1. 1. Best Use of Emerging Platform by Airline FinalistEntries Awards for Excellence in Social Media 2014
  2. 2. Awards for Excellence in Social Media 2014 Best Use of Emerging Platform by Airline Finalist
  3. 3. BEST USE OF EMERGING PLATFORM (CASE STUDIES)
  4. 4. case study: Air New Zealand postcard project The AirNZ Fairy was created in 2009 in the beautiful Fairyland as the Airpoints Fairy. She became the AirNZ Fairy in 2011 and began surprising and delighting her followers on Twitter and Facebook by granting all kinds of wishes. These surprises include giving away Koru Lounge passes, flights, silver and gold status, airpoints, tees, lollies, competition prizes and so much more. Fairy was officially launched on our Chinese social media platform, Weibo as in 2013. We developed a campaign for AirNZ Fairy to bring her to life by printing customised Fairy postcards for followers who participated in and won a competition. This competition required entrants to submit three sentences summarising their 2013, or three lines sending wishes for 2014. All winners received a physical AirNZ Fairy postcard sent to them from New Zealand, personalised with hand written AirNZ Fairy wishes. We reached more than 1.1 million Weibo users and received 2,044 valid entries. We picked 100 winners during the two phased activity periods. Followers who received a postcard were very excited to share this news and a prize photo of the postcard with their online followers.
  5. 5. On Weibo the highest amount of engagement and online activity occurs during the Chinese New Year period. We connect to the powerful Chinese and other Asian societies’ traditions and customs with the “red envelope”. A red envelope is a gift which is given during holidays and special occasions to invite prosperity and good fortune into people’s lives. We utilised the red envelope theme by running an online competition to engage with the Asian online community. Mechanism: Followers went to the “AirNZ – Make Your Red Envelopes Fly” Weibo Page and clicked “Open Red Envelope” to enter the draw. During the competition, which lasted a month, 59, 064 Weibo users took part in our prize draw and Air New Zealand gained 5, 805 new followers. Air New Zealand received 4, 647, 752 brand exposure (impressions) a month. case study: make your red envelopes fly
  6. 6. THANK YOU
  7. 7. Awards for Excellence in Social Media 2014 Best Use of Emerging Platform by Airline Finalist
  8. 8. 1 ! ! ! ! ! ! Best!Use!of!Emerging!Pla2orm! by!an!Airline!
  9. 9. 2 Aer Lingus on Snapchat? •  It is our brand’s playful personality speaking. •  It’s present and in the here and now. •  Users get to go behind-the-scenes. •  We offer a diverse range of mobile-first, novel content. But first, let me take a selfie
  10. 10. 3 Results? •  Fans capture the exclusive content on Snapchat and post it across other platforms for all to see. •  We’re building relationships with future customers. •  Low cost and reaches a large audience. •  It’s serious fun!
  11. 11. Awards for Excellence in Social Media 2014 Best Use of Emerging Platform by Airline Finalist
  12. 12. Awards for Excellence in Social Media 2014 Most Creative Campaign by Airline Finalist
  13. 13. Turkish Airlines Best Use of Emerging Platform by Airline SimpliFlying Awards 2014 Presentation Pitch
  14. 14. Turkish Airlines on Instagram
  15. 15. #InstaMeetTK0001 We  invited  six  of  the  world’s  most  famous  Instagram   photographers to Istanbul with a single purpose: capturing and sharing the beauty of the city. The 6 photographers shared 73 photos of Istanbul with their pool of over 3.5 million followers in total, receiving over 1.3 million likes. Users were then invited to share scenes from their own cities using #MyPic4TK for a chance to win Business Class flight tickets, resulting in the participation over 1.300 users.
  16. 16. Awards for Excellence in Social Media 2014 So, which do you like best? VOTE NOW!

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