Turkish Airlines launched a marketing campaign featuring soccer stars Lionel Messi and Kobe Bryant taking selfies in various global locations. The selfies were shared across 170 countries and viewed over 130 million times within two weeks, making it the most viewed commercial in YouTube's history. The campaign effectively promoted Turkish Airlines' global network and new brand message of "Widen Your World" by leveraging the selfie trend and social sharing to raise brand awareness and interest among customers.

1. SELFIE
BY TURKISH AIRLINE
A CASE STUDY OF METHOD OF GEN C
CHEN Mengna
MBA 2A
Instructor: E. Craig

2. An Epic Face-off For Selfie Supremacy
THE KOBEVS.MESSI: SHOOTOUT”

3.
Armed

4. with

5. cameras

6. and

7. Turkish

8. Airlines

9. that

10. flies

11. to

12. more

13. countries

14. than

15. any

16.
other,

17. these

18. superstars

19. show

20. up

21. and

22. show

23. off

24. across

25. the

26. globe

27. through

28. friendly

29. rivalry

30.
by

31. trading

32. “selfies”

33. taken

34. in

35. exotic

36. locations

38.
WIDEN YOUR WORLD

39. RESULTS
• 170

40. countries

41. broadcast

43.
• 20+

44. different

45. languages

46.
• 130+

47. million

48. views

49. within

50.
2

51. weeks

52.
• Most-viewed

53. commercial

54.
in

55. YouTube’s

56. history

57.
#kobevsmessi

58. 2 KEY Elements
-­‐-­‐-­‐
DIGITAL MARKETING ELEMENT
Tactics

59. WHY SELFIE?
Follow

60. Turkish

61. Airlines

64. DIGITALTOUCHPOINT
Customer Decision Journey

65. DIGITALTOUCHPOINT
Customer Decision Journey

66.
Social campaign may have over
80% of the impact at the
beginning and the middle of the
purchase path for large business
in Travel industry.
-The Beginning=helps gain customers awareness
–In The Middle=creates desire and boosts interest.
-The End=helps to seal the deal.
Sources

67. DIGITALTOUCHPOINT
SharingExperience
In
MEGeneration

68. DIGITALTOUCHPOINT
SHARING,
IT’SUPTOYOUR
FINGERS!
DIGITALIS
EVERYWHERE!

69. ENHANCING

70. THE

71.
DESIRABILITY

72. OF

73.
GOBAL

74. DESTINATION

75.
EMPHASIZES

76. THE

77.
GLOBAL

78. NETWORK

79.
OF

80. THE

81. AIRLINE

82.
PROVIDES

83. A

84.
SMILE

85. FOR

86. THE

87.
VIEWER

88.
INTRODUCES

89. ITS

90.
NEW

91. BRAND

92.
COMMUNICATION

93.
“Widen Your World”
Playing
Off The
SELFIE
Trend
SHARE
Brand
Messages
Socially.
VIA
Message Delivered
BUZZ
In Sharable
Commercial
Communication
Brand
Communication
Brand
Awareness
Brand
Interest
DELIVERYBUSINESS
OBJECTIVESDIGITALLY
Brand
Interest

94. Purchase
Decision
EFFECTIVENESS OF
TOUCHPOINT

105. According

106. the

107. the

108. customer

109. decision

110. journey,

111. there

112. is

113. mainly

114. 3

115. phases

116. of

117. the

118. purchasing

119. journey..

120.
In

121. the

123. commercial

124. campaign

125. of

126. Turkish

127. Airline,

128. it

130. successfully

131. delivers

132. their

133. brand

134. message

135. and

136. starts

137. a

138. social

139. buzz

140. ,

141. which

142. are

143.
transformed

144. into

145. customers’

146. brand

147. awareness

148. and

149. interests.

151.
• The

152. two

153. international

154. sports

155. icons---Kobe

156. Bryant

157. and

158. Lionel

159. Messi

160. selected

161. as

162. brand

163. ambassadors

165. without

166. doubt,

167. have

168. win

169.
over

170. millions

171. of

172. the

173. fans,

174. which

175. raise

176. the

177. brand

178. awareness

179. globally.

181.
• The

182. “Selfie”

183. rivalry

184. campaign

185. has

186. smartly

187. integrated

188. the

189. hittest

190. trend

191. of

192. 2013

194. and

195. the

196. use

197. of

198. digital

199. devices

200. to

202. spread

203. the

204. brand

205.
message

206. through

207. social

208. media

209. as

210. well

211. as

212. to

213. enhance

214. the

216. customers’

217. interest

218. towards

219. the

220. brand

221. .

223.
• These

224. customers

225. become

226. potential

227. customers

229. that

230. at

231. last

233. turn

234. into

235. the

236. brand

238. income

239. .

240.
Selfie
Experience
Sharing
Social
Network
Brand
Ambassadors
Awareness
Brand
Interest
DIGITAL
PUSH
Age of Gen C

241. DIGITAL
STRATEGYIN
COMMUNICATION
FORAN
INDEPENDENT
HOTEL
ADDITIONAL
STEPS
FOR
MOBILESTRATEGY
1

242. .

244. Develop

245. The

246. Hotel

247. Brand

248. Massage

250.
2

251. .

253. Establish

254. A

255. Digital

256. Strategy

263. (

264. Interactive

265. Brand

266. Communication)

267.
-

269. Selfie

271. picture

272. competition

273. of

274. hotel

276.
-

277. Reward

278. the

279. most

280. shared

281. picture

283.
-

285. Establish

286. Selfie

287. share

288. platform

289.
-

291. Responsive

292. design

293. for

294. hotel

295. website

296.
3

297. .

299. Evaluate

300. The

301. Results

302. Of

303. Digital

304. Strategy

307. Build

308. up

309. the

310. reservation

311.
PLATFORM

312. link

313. to

314. the

315.
Selfie

316. related

317. to

318. the

319.
hotel