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  WestJet proves Santa is real (almost)

  20 Dec
  2013

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  • Author:   Jonathan Bass

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    We don’t usually comment on non-mobile campaigns but this is a great example of why it’s only worth using social media when the content is great. If you have nothing good to say then keep quiet. The old rules of viral and word-of-mouth marketing are still alive; digital doesn’t change the fundamentals.

    We’ve all seen Santa in the shopping centre, or on the high street. You may have seen him recently if you have a child, but for all who are reading this, it’s been a long time since you’ve sat on his lap and told him what you’d like for Christmas. Canadian airline WestJet did not make their passengers do this, but they did create a Virtual Santa that took down their present wishes as they arrived at the Toronto and Hamilton airports.

    Passengers talked to Santa via video link, unaware that airport staff was listening in, sat off-screen. While travellers flew to Calgary airport, WestJet employees raced to the shops and bought the presents requested, shipping them to meet passengers when they landed. A couple cheered when they received a flat screen TV, a boy jumped for joy as he got an Android tablet and a man severely regretted only asking for socks.

    The whole campaign obviously took a lot of effort to coordinate, but as Richard Bartem, WestJet’s Vice President of Communications and Community Relations points out, it was created at a “mere fraction” of traditional advertising. And of course, the event went viral, generating 20 million YouTube views so far. 

    A simple idea, coupled with the power of technology, is always the best way to reach consumers – even if the execution had staff and delivery teams running around like mad things! Standard advertising rarely achieves the kind of reaction this has; how often is a commercial airline described with words such as, “amazing,” “beautiful” and “awwwwww…”?  

    In the year ahead, we look forward to seeing more great marketing campaigns, mixing technology and creativity to produce something truly memorable and heart-warming for customers.  And we hope now that you’ve read about WestJet, you’re starting to think a simple but great idea to socialise and mobilise!

     

    Merry Christmas and a Happy New Year from Incentivated!

    Categories:

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    • Xmas
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    • Social Media
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    • Branding