Caso klm
Páginas: 3 (643 palabras)
Publicado: 9 de diciembre de 2011
CASE STUDY OF EFFECTIVENESS KLM - FLY FOR FORTUNE
Logo Client
CLIENT CAMPAIGN LAUNCH CATEGORY AGENCY
KLM Royal Dutch Airlines Fly For Fortune November 2006 Airline SocialMedia8
CHALLENGESTRATEGY
CONCEPT
USE OF MEDIA
RESULTS
CHALLENGE Seed the online campaign KLM Fly For Fortune worldwide with these objectives: • Create Buzz & Free PR • Improve Brand Likeability •Create Engagement & Advocacy • Acquire Opt-in E-mail Addresses • Increase Number of Online Bookings • Increase Online Ticket Sales
CHALLENGE
STRATEGY
CONCEPT
USE OF MEDIA
RESULTSSTRATEGY • Social Media Planning to identify target audience and social sites in 58 countries
• Seed viral game trailer in 58 countries and 10 languages to social influentials, video sharing sites,forums, blogs and social networks around the world • Proof natural seeding strategy and viral reach per target country with ViralTracker
• Period November & December 2006 Due to success extended untilJanuary 2007
CHALLENGE
STRATEGY
CONCEPT
USE OF MEDIA
RESULTS
CONCEPT Micro site with compelling and exciting online Pixar-style flying game, where participants can personalize theirplane, create their own character, choose their favorite destinationŸ and take off Players who finish the flight successfully can choose a hangar to see if they have won free KLM tickets or aRound-the-World ticket Concept developed by Publicis Dialog
CHALLENGE
STRATEGY
CONCEPT
USE OF MEDIA
RESULTS
USE OF MEDIA The interactive campaign Fly For Fortune incorporated natural seedingto social influentials, blogs, forums, travel communities, video sharing sites (YouTube, MetaCafe), social networks (Facebook, MySpace) KLM media: print ads in-flight magazine, e-mail marketing listand on-site promotion
CHALLENGE
STRATEGY
CONCEPT
USE OF MEDIA
RESULTS
RESULTS AWARENESS & BRANDING • KLM flew to viral success with Fly For Fortune and dominated the internet...
Logo Client
CLIENT CAMPAIGN LAUNCH CATEGORY AGENCY
KLM Royal Dutch Airlines Fly For Fortune November 2006 Airline SocialMedia8
CHALLENGESTRATEGY
CONCEPT
USE OF MEDIA
RESULTS
CHALLENGE Seed the online campaign KLM Fly For Fortune worldwide with these objectives: • Create Buzz & Free PR • Improve Brand Likeability •Create Engagement & Advocacy • Acquire Opt-in E-mail Addresses • Increase Number of Online Bookings • Increase Online Ticket Sales
CHALLENGE
STRATEGY
CONCEPT
USE OF MEDIA
RESULTSSTRATEGY • Social Media Planning to identify target audience and social sites in 58 countries
• Seed viral game trailer in 58 countries and 10 languages to social influentials, video sharing sites,forums, blogs and social networks around the world • Proof natural seeding strategy and viral reach per target country with ViralTracker
• Period November & December 2006 Due to success extended untilJanuary 2007
CHALLENGE
STRATEGY
CONCEPT
USE OF MEDIA
RESULTS
CONCEPT Micro site with compelling and exciting online Pixar-style flying game, where participants can personalize theirplane, create their own character, choose their favorite destinationŸ and take off Players who finish the flight successfully can choose a hangar to see if they have won free KLM tickets or aRound-the-World ticket Concept developed by Publicis Dialog
CHALLENGE
STRATEGY
CONCEPT
USE OF MEDIA
RESULTS
USE OF MEDIA The interactive campaign Fly For Fortune incorporated natural seedingto social influentials, blogs, forums, travel communities, video sharing sites (YouTube, MetaCafe), social networks (Facebook, MySpace) KLM media: print ads in-flight magazine, e-mail marketing listand on-site promotion
CHALLENGE
STRATEGY
CONCEPT
USE OF MEDIA
RESULTS
RESULTS AWARENESS & BRANDING • KLM flew to viral success with Fly For Fortune and dominated the internet...
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