Flying on Social Media

Now everyone has accounts in some social networks, a kind of social media. Here, people are more opened to other people; to share content is the principal aim; and companies know it. Having a positioned brand is very important, as the purpose of every company is to be in the consumer's life/mind/heart. Yes, I have written 'heart'. It is not sufficient to occupy the mind of the consumer, it has to exist an emotional connection between company and consumer.

Places where the brands want to be. Source: Self-produced

Futhermore, social media presence is very cheap, or even free if you create a good strategy. Today I have brought you one example.

# Air Asia flying on Facebook

Air Asia, a secondary brand of Malaysian Airlines, wanted to promote their new flights from Australia to Malaysia. The problem was that it was an unknow company and the competence was much stronger than them. Also, they had not money to launch a big advertising campaign and the time was too short. They decided to launch a social media campaign.

They created a Facebook campaign, in which they raffled a free flight from Australia to Malaysia. To enter to the competition, fans had to select 302 friends to fill an Airbus plane. If you won, you and your 302 friends could fly free and stay in Kuala Lumpur three nights.

Results? They doubled the number of flights; their Facebook fans grew 30%; 2 million people participated in their Facebook campaign; the public relations created was estimated to be valued in $1.5 million.

The key facts were that they created something viral; offered something free; and was very social, so the people were highly involved.

The announcement to participate. Property of Air Asia

Do you think Air Asia achieved their objective? Obviously. They did a viral campaign investing much less money than others do in creating big strategies on TV, printed ads,...  

There are thousands of social media campaigns. Do you know some different? Post a comment!

Iñigo Taibo
Advertising and PR