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

1. Conquering Indian Hearts through Social Media

2. Key Business Goals
Pre-delivery
Post-delivery
Share technical
Unique SpiceJet aspects of Q400
destinations
Pre-delivery Pre-delivery
Connectivity &
Interior reach
Pre-delivery
Post-delivery

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Social Media PR
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Live coverage (EIS Ceremony)
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Social Media FAM Trip to Toronto
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Pre-delivery During Delivery Late July onwads
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Fill up the plane competition First flight competition
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Timelapse video + Making-of photos Plane Naming competition
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Plane naming competition
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#Avgeeks competition
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Guess the destinations
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4. Name the plane Q400 Trivia
contest contest
Results from social campaigns
Introduce the
SpiceJet Q400 Guess the
destinations

5. Introducing the SpiceJet Q400

6. Contest 1: Name the plane contest
Concept: 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 Trivia
Concept: 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 Q400
On-going social campaigns
First Flight
Coverage Guess the
destinations

16. We flew a
prominent Indian
blogger on the FAM
trip to Toronto, for
the launch of
SpiceJet Q400

17. 5 blog posts, 3 videos, multiple photos

19. Total Reach on Twitter: 182,881

22. OVER 24,000 VIEWS

23. FIRST LANDING IN INDIA

24. FIRST FLIGHT COVERAGE ON FACEBOOK

25. PERFORMANCE IN AUGUST

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1:
En
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Social Media PR
ga
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Live coverage (EIS Ceremony)
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FAM Trip to Toronto
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Pre-delivery During Delivery Late Aug onwards
Ph
Fill up the plane competition Making of Q400
as
Timelapse video + Making-of photos Plane Naming competition
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2:
Plane naming competition
In
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#Avgeeks competition
lv
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Guess the destinations
en
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27. “Social media for us is not just a listening tool but is a very important
marketing vehicle.
SpiceJet generated an early buzz for Q400 aircraft even before the
actual delivery of the aircraft was made. With this we got an
opportunity to introduce this new aircraft type in the country and get
feedback and reaction on the same.
Apart from the contests we made a range of announcements on our
introductory fares, posted pictures and most importantly educated
the followers about the features of the Q400 aircraft. This
information was shared, liked, posted, tweeted and re-tweeted to
create and sustain awareness, in specific target markets.
Interestingly, one of the passengers who travelled with us on our first
Q400 flight from Hyderabad-Tirupati tweeted about the overall
experience of travelling in a Q400.”
- Sam Sridharan, CCO, SpiceJet

28. And one more thing...

29. 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 message
customers in the
brand
Battle misconceptions
through conversations,
not broadcasting

30. The Results?

31. In the first two weeks,
12 new routes launched
5 new destinations
Whopping 88% load factor!

32. 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

33. We can help you!
Email: clients@simpliflying.com
Twitter: @simpliflying

34. Conquering Indian Hearts through Social Media