Social Media Case Study – Virgin America
Virgin wanted to redefine their service and reposition it with new looks and luxuries. It added some fun and tech forward amenities such as custom designed cabins, leather seats, video touch screens and wifi connectivity at each seats at a very reasonable fair. Virgin wanted to communicate about it’s unique service with an effective word of mouth publicity. It created an interactive twitter channel for posting the latest news, offers and guest relations.
Virgin America made a tie-up with Stand Up To Cancer to introduce a one day sale on twitter named Fly Forward. The fares were very attractive and clubbed with a charity fund in association with Stand Up To Cancer. The starting price of a ticket was $49 with $5 going to the charitable fund of the organization. It used the hashtag #FlyfwdGiveback to penetrate and widen the digital market pool in twitter. It became viral and topped in the trending topics at that time. A promoted trend together with promoted tweet creates awareness about the offer among the tweeps and there by resulted in increased sales.
Result of the campaign
The maximum charity fund of $50000 was collected towards the cancer fund and ticket sale was at an all time high for the 5 days when the campaign was running and Virgin Americas online loyalty program made a 25% increase in new sign ups. It also recorded over 11000 mentions of the hashtag.