Bombardier SpiceJet Q400 social media launch strategy

Conquering Indian Hearts through Social Media

Key Business Goals Pre-delivery Post-delivery Share technicalUnique SpiceJet aspects of Q400 destinations Pre-delivery Pre-delivery Connectivity & Interior reach Pre-delivery Post-delivery

PhPh as as e e 3: 1: En A Social Media PR ga w ar ge Live coverage (EIS Ceremony) en m es Social Media FAM Trip to Toronto en s t Pre-delivery During Delivery Late July onwads PhFill up the plane competition First ﬂight competition asTimelapse video + Making-of photos Plane Naming competition e 2:Plane naming competition In vo#Avgeeks competition lv emGuess the destinations en t

Name the plane Q400 Trivia contest contestResults from social campaigns Introduce the SpiceJet Q400 Guess the destinations

Introducing the SpiceJet Q400

Contest 1: Name the plane contestConcept: The fans and followers were to suggest 5 names for SG Q400 aircraft in Hindi after Indian spices that they think can be used as names for the planes. If their choices match ours, a lucky winner gets to inaugurate the first flight of the Q400 fleet!Duration: 7 days (02/06/2011 to 08/06/2011)Though the contest ran for 7 days, the responses were overwhelming.

Contest 1: Name the plane responses

Results: 98,241 impressions in 7 days

Contest 2: SpiceJet Q400 TriviaConcept: 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!Duration: 7 days (10/06/2011 to 16/06/2011)The contest had intense responses from fans who were constantly hooked on to the page. Six fans got all the digits using which they unlocked the ﬁrst SG Q400 destination - Rajahmundry.

Contest 2: SpiceJet Q400 Trivia responses

Results: 122,647 impressions in 5 days

Over 20,000 impressions per questions

Winners declared publicly

Contest 3: Guess the destination FB app

Blogger in Toronto Making of Q400On-going social campaignsFirst FlightCoverage Guess the destinations

We ﬂew a prominent Indianblogger on the FAMtrip to Toronto, for the launch of SpiceJet Q400

5 blog posts, 3 videos, multiple photos

Total Reach on Twitter: 182,881

OVER 24,000 VIEWS

FIRST LANDING IN INDIA

FIRST FLIGHT COVERAGE ON FACEBOOK

PERFORMANCE IN AUGUST

PhPh as as e e 3: 1: En A Social Media PR ga w ar ge Live coverage (EIS Ceremony) en m es FAM Trip to Toronto en s t Pre-delivery During Delivery Late Aug onwards PhFill up the plane competition Making of Q400 asTimelapse video + Making-of photos Plane Naming competition e 2:Plane naming competition In vo#Avgeeks competition lv emGuess the destinations en t

“Social media for us is not just a listening tool but is a very importantmarketing vehicle.SpiceJet generated an early buzz for Q400 aircraft even before theactual delivery of the aircraft was made. With this we got anopportunity to introduce this new aircraft type in the country and getfeedback and reaction on the same. Apart from the contests we made a range of announcements on ourintroductory fares, posted pictures and most importantly educatedthe followers about the features of the Q400 aircraft. Thisinformation was shared, liked, posted, tweeted and re-tweeted tocreate and sustain awareness, in specific target markets.Interestingly, one of the passengers who travelled with us on our firstQ400 flight from Hyderabad-Tirupati tweeted about the overallexperience of travelling in a Q400.”- Sam Sridharan, CCO, SpiceJet

And one more thing...

VERY targeted Engaging travelers marketing from key destinations All this IMPACT for less than 5% of the total investment Tap on the networks to Involve the spread the messagecustomers in the brand Battle misconceptions through conversations, not broadcasting

The Results?

In the ﬁrst two weeks, 12 new routes launched 5 new destinationsWhopping 88% load factor!

It’s not the strongest of the species that survives, nor the most intelligent. It is the one that is most adaptable to change. Charles Darwin

We can help you!Email: clients@simpliﬂying.comTwitter: @simpliﬂying

Conquering Indian Hearts through Social Media

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Bombardier SpiceJet Q400 social media launch strategy

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