Because Spirit Airlines – the low cost carrier known for it's dirt-cheap fares and à la carte pricing model – does whatever it can to save it's customers money, they've never wanted to spend the money on much social media management. But not playing in the social space is obviously not something a large brand can keep up for long.
That's where the Auto Pilot comes in. Our answer to Spirit's twitter problem.
Capitalizing on people's knowledge that most this stuff is run through some kind of algorithm anyway, we set up a series of auto-responses that are both robotically generic (AutoReply//ZK329_[Legroom]), and playfully informative about what makes Spirit such a different airline than the competition.
The result allows us to entertain the twitter-verse while still spending a minimal amount of money, fulfilling our brand promise that we'll do anything to save you a few pennies.
