Christmas Miracles

1. Lee Sang Jun
A53
PUBLLISH
West Jet Airline

2. WestJet Airline
 Canadian low-cost carrier.
 Last December 9, 2013, WestJet Airline hosted a
memorable event to customers.
 It was first uploaded in Youtube and shared in
Facebook and tweeted in Twitter
 They named the event as “Christmas miracles”

3. WestJet Airline

4. Afterwards…
 Aside from the event, WestJet donates flights
through “Ronald McDonald House
Charities”,every 200,000 views hits on the video.

5. Afterwards…
 This marketing brought
massive effects to WestJet.
 “This means more people
will likely see this video
more than they would a
traditional ad that would
be less effective and more
expensive.” (Tandy Thomas,
Queen’s University marketing
and branding expert)

6. Lessons
 Excerpted from “Social Media Today”
 1. Start small and share.
 2. Make it unusual, out of the box or hard to
believe.
 3. Capture real, intense emotion.

7. 1. Start small and share.
 Two options for the project: offer big gifts to small
number of people or offer small gifts to big
number of people.
 The former brought unbelievable memory and
heart-warming story to people.
 “ A story that was then more shareable, and will
ultimately, reach more people through virality on
social.” (MacMaster)

8. 2. Make it unusual, out of the box or
hard to believe
 This project was one of the biggest project that
WestJet ever had.
 Efforts to buy the gifts and its size and scale
captured people’s mind
 If this project was too ordinary or usual, WestJet
would not have encountered such feedbacks.

9. 3. Capture real, intense emotion.
 MacMaster said “We are all suckers for emotion.
It’s the key to all good marketing, really. And viral
videos are no exception.”
 This project created an image that when people
think of WestJet, many of them recall as honest,
full of love and exciting company.
 A Christmas marketing miracle, indeed…

10. Sources:
 https://www.youtube.com/watch?v=zIEIvi2MuEk
 http://simpliflying.com/2013/westjet-christmas-
miracle-statistics/
 http://business.financialpost.com/2013/12/11/west
jet-airlines-ltd-performs-christmas-marketing-
miracle-with-viral-video/
 http://www.socialmediatoday.com/content/3-
lessons-marketers-westjets-viral-christmas-video-
video