Air France launched a mobile game where passengers waiting at the gate can compete for upgrades to first class. This game engages customers when they have time to use their mobile devices while waiting for their flight. Winning an upgrade to first class provides a valuable reward for passengers who may be anxious about a long flight. Dior's "Miss Dior Cherie" perfume commercial featuring Charlize Theron became very popular on YouTube, helping the perfume increase its market share. By the end of 2011 it had increased market share by 1.1% and became the number one perfume in Italy and number two in China. Passengers flying through Paris airport got to try virtual reality goggles to preview the new Pull

1. Prof Adam Acar El Fatni Houda
2B5016

3.  Air France just launched a clever little mobile based game that
allows people waiting at the gate to compete for upgrades to
first class. It targets customer engagement at a key point of
attention opportunity, when people are waiting for their flight
and likely nose down into their devices. Simple. And the carrot
at the end of the stick is something of high value to everyone in
that ‘waiting’ moment. They’re already thinking about their
ensuing discomfort of a long flight. Motivating.
 https://www.youtube.com/watch?v=RA1qRlUynGg

4. The 90 second commercial featured Charlize Theron rushing
backstage to prepare for her runway, but amazingly though
special effects, Marilyn Monroe, Grace Kelly, and Marlene
Dietrich also appeared in the video. It quickly became one of the
most watched videos on YouTube.
RESULTS:
 1.1% increase in market share by the end of 2011, and topped
Chanel N°5
 2.4% increase in market share during the peak in December sales
 17% increase in sales
 boosted sales worldwide —> No.1 in Italy, No.2 in China, top 10
in UK and US (sales increased by 25.9%)
 https://www.youtube.com/watch?v=Rm-vBq-1T1k

5. RESULTS: From a Nielsen Brand Effect study, the photo campaign
reached an overwhelming success.
•965,000 women reached
•23 point increase in ad recall
•15 point increase in campaign awareness

6.  Passengers flying via Paris had a very special preview of the
newest Pullman Hotel opening on the 15th October at Charles de
Gaulle Airport.
 Travellers were delighted to try on the special goggles and
virtually look and walk around the hotel.
 To change rooms, one had to simply focus on a dedicated symbol
within the image. The camera inside the goggles read eye-
movement and responded by changing the image accordingly.
Participants could also have a picture taken of them during their
experience and have it shared on social media with the hashtag
#pullmanexperience.
 https://www.youtube.com/watch?v=evYMUOxrvZg

7.  Air France has released a new in-flight video which uses attractive
women and a hip soundtrack to get passengers to pay attention to safety
instructions.
 The French carrier’s four-minute clip is a chic attempt at breaking the
boredom during what is normally a dull moment before any flight.
 A woman in a flight attendant’s uniform delivers the safety message in
French and English as five stylish women act out the instructions or hold
props with flair.
 Set to a song by American electronic duo Glass Candy, it may be the only
in-flight video to suggest that a seatbelt is a fashion accessory.
 https://www.youtube.com/watch?v=gzsH67F4Dt4

9. GAP American Eagle H&M
• Mostly posts employee
product’s pictures & videos
• Just started using UGC
• Almost ones a week asks
questions
• Posts frequently
• Focuses on campaigns
• Most engaging post: A
picture of Sandra Riley Tang
( a musician) with a self-
styled looks reached 4236
likes.
• Mostly posts branch photos
• Often uses UGC
• Asks many questions
• Posts every day
• Focus on campaigns,
especially seasonally
campaigns and engagement
and posts from the consumers
• Most engaging post: the
#AEOLiveEXpress campaign
in tandem with its ripped
jeans collection launch, asking
buyers to place temporary
tattoos on their skin visible
through the holes in the jeans.
• Mostly posts products and
new campaigns news and
pictures
• Often use UGC
• Post every day
• Mixed content and try to
connect the fashion world
with the music lovers
• Most engaging post: A
picture titled BE SWEET AS
WATERMELON generated
185.5K likes .The visuals
were relatively simple, styled
according to a specific mood
or inspiration and usually
laid out on a thematic
background without a
model.

10. GAP American Eagle H&M
• Mostly posts new products
pictures
• Often uses UGC
• Asks many questions
• Posts frequently
• Focuses on campaigns and
new products design
• Product’s pictures and the
young life style pictures
• Often uses UGC
• Rarely ask questions
• Posts once a week
• Life style posts and product’s
post
• Post only products pictures
• Often use UGC
• Post almost once or twice a
month
• Post about winning some
prices and the new
campaigns and fashion
news

11. GAP American Eagle H&M
• Mostly posts products'
pictures
• Rarely uses UGC
• Rarely asks questions
• Posts frequently
• Focuses on campaigns
• Most engaging post: A
video of The ‘Born to Fit’
campaign where Rada
Shadick, Gap’s ‘fit
engineer’ explaining how
the new denim line,
dubbed 1969 after the year
Gap was founded, has been
devised.
• Mostly posts pictures of
employees
• Often uses UGC
• Asks many questions
• Posts twice a week
• Focus on fashion posts and
travelling experience
• Most engaging post: A video
campaign called‘ WEALLCAN’
reached 4.1M views and 1.4K
likes
• Mostly posts video and
pictures of new campaigns
and fashion news all over the
world.
• Often uses UGC
• Posts at least once a day
• Mixed content
• Most engaging post: Video
campaign for autumn 2016
‘She's a Lady’ where women
are from a variety legitimate
real-life activities, the ad
features models diverse in
age, ethnicity, and body
type—even body hair.

12.  Marketing is no longer about the stuff you
make, but about the stories you tell.
 The market has became a very competitive, and
in order to stand out, your story should be not
only different but also it should touch people’s
feeling and catch their attention.