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Bombardier SpiceJet Q400 social media launch strategy

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The full details of the campaign roll-out of launching the Bombardier Q400 for the first time in India, under the SpiceJet brand.

The full details of the campaign roll-out of launching the Bombardier Q400 for the first time in India, under the SpiceJet brand.

Published in Travel , Technology , Business
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  • 1. Conquering Indian Hearts through Social Media
  • 2. 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
  • 3. 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
  • 4. Name the plane Q400 Trivia contest contestResults from social campaigns Introduce the SpiceJet Q400 Guess the destinations
  • 5. Introducing the SpiceJet Q400
  • 6. 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.
  • 7. Contest 1: Name the plane responses
  • 8. Results: 98,241 impressions in 7 days
  • 9. 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.
  • 10. Contest 2: SpiceJet Q400 Trivia responses
  • 11. Results: 122,647 impressions in 5 days
  • 12. Over 20,000 impressions per questions
  • 13. Winners declared publicly
  • 14. Contest 3: Guess the destination FB app
  • 15. Blogger in Toronto Making of Q400On-going social campaignsFirst FlightCoverage Guess the destinations
  • 16. We flew a prominent Indianblogger on the FAMtrip to Toronto, for the launch of SpiceJet Q400
  • 17. 5 blog posts, 3 videos, multiple photos
  • 18. Total Reach on Twitter: 182,881
  • 19. OVER 24,000 VIEWS
  • 20. FIRST LANDING IN INDIA
  • 21. FIRST FLIGHT COVERAGE ON FACEBOOK
  • 22. PERFORMANCE IN AUGUST
  • 23. 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
  • 24. “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
  • 25. And one more thing...
  • 26. 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
  • 27. The Results?
  • 28. In the first two weeks, 12 new routes launched 5 new destinationsWhopping 88% load factor!
  • 29. 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
  • 30. We can help you!Email: clients@simpliflying.comTwitter: @simpliflying
  • 31. Conquering Indian Hearts through Social Media