Wednesday, December 11, 2013

Online Engagement + Offline Action = Branding Win

Everyday, brands strive to create authentic, meaningful interactions with their customers.  Social Media has helped brands to do this on a larger scale.  But sometimes there is no comparison for good old fashioned, hitting-the-streets!  Creatively weaving off-line engagement into a campaign can create amazing results. 
Drum roll, please, for the best example I have seen of this- probably all year.
WestJet's Christmas Miracle Video.  I hadn't even HEARD of WestJet before today.  They fly mostly in Canada but also throughout the US and Mexico.  But this creative campaign of theirs found a direct route to my heart.  And not just mine!  The video has been viewed almost 2 million times in less than 48 hours.
If you haven't seen the video yet, the airline has an engaging online "live" Santa Claus that asks customers for their Christmas wishes as they approach the gate.  Within the time of the flight, WestJet pulls a Christmas Miracle and delivers the desired gifts to the passengers once they reach their destination!  The online/offline hybrid campaign has been a huge success for WestJet and the company's followup through Twitter has been equally impressive.  The company Twitter handle (@WestJet) is personally replying to tweets referencing the great ad and also coming up with the wittiest sayings to promote the video.
What a clever, fun and smart use of an advertising budget and Holiday campaign!  It's my favorite of the year!
Do you have any other favorite holiday campaigns?  Tell us below!

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