The Offer: Virgin America created a series of videos that consumers can vote for and comment on via online social video forum Squabbler as part of its integrated “Breath of Fresh Airline” campaign. Each viewer who interacts with a video has a chance to win a plane ticket. The airline developed the campaign, which launched in mid-April, to engage new consumers, said Porter Gale, VP of marketing at Virgin.?
The Data: Virgin America is measuring video viewing metrics including the number of shares, replays and plays to completion, as well as tracking the path to conversion of the direct response element that appears at the end of each video to drive viewers to the Virgin America site. Virgin tracks tickets purchased by viewers who click on the link at the end of each video to determine the “quality of the revenue generated,” Gale said.?
The Channel: In addition to Squabbler, the 12 videos will air on YouTube, Virgin’s Facebook page, Vevo, Crackle and YuMe, as well as in movie theaters across the US and on Virgin America flights. The campaign, created by Eleven also includes online video ads, out-of-home, iPad and print advertising. ?
The Creative: The vignettes, produced by sister company Virgin Produced, shot by Stun Creative and written by Eleven, spotlight various aspects of the in-flight experience, such as the airline’s entertainment and on-demand food offerings. Each video shows a passenger’s in-flight experience transformed as a result of the atmosphere.?
The Verdict:
Nick Moore is chief creative officer and EVP at Wunderman in New York. He oversees all creative work for a client list that includes Land Rover and Kimberly Clark. Before joining Wunderman in 2006, Moore was creative director at TBWAGGT, now called TequilaLondon.
What is going on in the friendly skies these days? First, Air New Zealand and Cebu Pacific turn safety demonstrations into YouTube sensations. Now a bearded dude dressed as a cowpoke, a ninja and a ballerina aims to persuade us that Virgin America offers a better in-flight experience. Virgin has always understood that wit and courage are the way to the customer’s heart.
