We must say that 2011 & 2012 were challenging years for Malta’s National airline, Air Malta, as the company pulled through an astronomic rest… Read More
We must say that 2011 & 2012 were challenging years for Malta’s National airline, Air Malta, as the company pulled through an astronomic restructuring plan set to take the brand out of the clouds and soaring the skies. As a mark of good will and to give a small taste of what was to come, the airline’s marketing team spearheaded a new take on their Facebook page in December 2011 to engage with fans, whilst at the same time reward loyalty, inspire conversation and be ‘social’.
We overhauled the airlines whole FB strategy and included 3 new tabs: a welcome page that incorporates online bookings, web check-in besides deals and offers; a dedicated booking page and; a competition page that gave users the chance to win a holiday for them and five other friends to an Air Malta destination.
The campaign had all the elements necessary to go platinum, users had to invite a minimum of 5 users in order to participate, participation was extremely simple and did not require you to leave Facebook at any time, the prize was fantastic and embodied all the elements of a super-social experiment. Besides the interaction through the competition itself, the promotion was talked about, re-posted by users and even discussed on forums, blogs and tweets. Within the first weekend of launch, the new page harvested around 10,000 additional ‘likes’ and after that the momentum and conversation really picked up.
The overall response of the campaign was overwhelming taking the page likes to 32,652 over 6 weeks with 7,918 participants who sent out 374,533 invitations between them. Not too bad. huh? Read Less