4. Suggestion to download the App
after booking the flight
Topic filtering, sharing.
: Bonus Content
Pre-Travel @home
YLE Uutisvahti, 8/02/2016
1. MOBILE
APP
11. Out of the box
WHY?
“Provides the most shareable breaking news, original reporting, entertainment, and video”.
"About BuzzFeed". BuzzFeed. Retrieved 22 August 2015.
“In 2014, BuzzFeed received 75% of its views from links on social media outlets such as Pinterest, Twitter, and
Facebook”.
"50 Million New Reasons BuzzFeed Wants to Take Its Content Far Beyond Lists". New York Times. 11 August 2014. Retrieved March 26, 2015.
“Video is quickly becoming the dominant medium of the smartphone era”.
http://uk.businessinsider.com/mobile-video-drives-ad-growth-2015-5?r=US&IR=T
We decided to follow the suggested work organization. In fact our presentation will be divided in these main areas:
-pre travel and during / after travel In each of them our goal was to address these issues.
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Let's start from pre-travel where we are going to explain how our intended eco system is going to have birth.
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As first thing we thought that a good opportunity to bring into a digital environment the magazine would be the creation of an App.
– This would be advertised after booking a ticket with finnair with a personalized invitation to download it in a separate e mail that would arrive some time later the confirmation of the booking.
That would be structured on the basis of the YLE Uutisvahti, - yeah it's not original, but hey if it works! - giving the user the possibility of choosing in which topics they are more interested in, considering that the magazine has to appeal to a big and different audience, from business to casual travelers.
We also thought about the possibility to implement a bonus area that provides bonus content by inputting the Finnair Plus card number.
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Because we now that it's quite hard to convince the possible consumer to download any kind of software on their devices we thought that it could be a good idea to create a physical space were the consumer could for the first time enter in contact with the system.
Based on the collaboration between the newspaper “il resto del carlino” and the Bologna airport, we thought that a good opportunity could be the creation of tablet stations in the gates area of the airport.
In this way the user not only can test for the first time the app and get to know how it works but as well start an experience that would continue even during and after the trip.
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You asked us to find something ‘out of the box’ so we have a proposal for you!
It is something that you can consider ‘out of the box’ if you think strictly about the plan they just spoke about; but, at the same time, it can be integrated to (ecosystem) this for reaching the purpose of the brand awareness through another way.
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We would like to suggest a BuzzFeed profile for Blue Wings. After some researches we identified in this ‘social network’ the perfect solution. It provides the most sharable news and, especially, videos. In our opinion, the videos could be your main area of interest in this platform. First of all, because video is quickly becoming the dominant medium of the smartphone era; second, they are easily sharable in your other platforms, such as Facebook.
A successful example that I would like to mention is Red Bull, this brand has his own profile in BuzzFeed in which they publish news and a bunch of funny videos about topics that are barely related to their product. Users comment and share these short gifs on Facebook and messenger Apps. When a user shares the video for example on Facebook, there will be also the name of the brand creator of the content.
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As you can see in this slide, we had fun trying to create ‘your’ first post. We found the ‘forgot’ video about the Surprise Dance for the Indian Republic Day and we decided to integrate it in the post. Thank to some gifs, we describe 10 stereotypical passengers and, after the last one ‘the ballerina’, we add the video with a direct link to Finnair’s YouTube channel.
These are our proposals. We would like to thank you for listening and we are ready for answering to your questions.
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