Online business case study --turkish airline
12
SELFIE BY TURKISH AIRLINE A CASE STUDY OF METHOD OF GEN C CHEN Mengna MBA 2A Instructor: E. Craig
Transcript of Online business case study --turkish airline
SELFIEBY TURKISH AIRLINE
A CASE STUDY OF METHOD OF GEN C
CHEN Mengna
MBA 2A
Instructor: E. Craig
An Epic Face-off For Selfie Supremacy
THE "KOBE VS. MESSI: SHOOTOUT”
Armed with cameras and Turkish Airlines that flies tomore countries than any other, these superstars showup and show off across the globe through friendlyrivalry by trading “selfies” taken in exotic locations
WIDEN YOUR WORLD
RESULTS
• 170 countries
broadcast
• 20+ different
languages
• 130+ million
views within 2
weeks
• Most-viewed #kobevsmessi
2 KEY Elements
---Social Media
---Mobile Consideration
DIGITAL MARKETING ELEMENT
TacticsCommercial Launched On
Youtube.com Focusing On The Most
Trendy ConceptsSelfie
<Themostsearched wordin2013>
Travel ExperienceSharing
#Hashtag
WHY SELFIE?
Follow Turkish Airlines
DIGITAL TOUCHPOINT
Customer Decision Journey
DIGITAL TOUCHPOINT
Customer Decision Journey
Social campaign may
have over 80% of the
impact at the beginning
and the middle of the
purchase path for large
business in Travel
industry.
-The Beginning=helps gain customers awareness
–In The Middle=creates desire and boosts interest.
-The End=helps to seal the deal.Sources
DIGITAL TOUCHPOINT
Sharing
Experience
In
MEGeneration
DIGITAL TOUCHPOINT
SHARING,IT’SUPTOYOURFINGERS!
DIGITALISEVERYWHERE!
ENHANCING
THE
DESIRABILITY
OF GOBAL
DESTINATION
EMPHASIZES
THE GLOBAL
NETWORK OF
THE AIRLINE
PROVIDES A
SMILE FOR
THE
VIEWER
INTRODUCE
S ITS NEW
BRAND
COMMUNICA
TION
“Widen Your World”
Playing Off
The
SELFIETrend
SHAREBrand
Messages
Socially.
VIA
Message Delivered
BUZZIn Sharable
Commercial
Communication
Brand
Communication
Brand
Awareness
&
Brand
Interest
DELIVERY BUSINESSOBJECTIVESDIGITALLY
Brand
Interest
Purchase
Decision
EFFECTIVENESS OFTOUCHPOINT
Accordingthethecustomerdecisionjourney,thereismainly3phasesofthepurchasing
journey..
Inthe commercialcampaignofTurkishAirline,it successfullydeliverstheirbrandmessageand
startsasocialbuzz,whicharetransformedintocustomers’brandawarenessandinterests.
• Thetwointernationalsportsicons---KobeBryantandLionelMessiselectedasbrand
ambassadors withoutdoubt,havewinovermillionsofthefans, whichraisethebrand
awarenessglobally.
• The“Selfie”rivalrycampaignhassmartlyintegratedthehittesttrend of 2013 andtheuseof
digitaldevicesto spreadthebrandmessagethroughsocialmediaaswellastoenhance
Selfie
Experience
SharingSocial
Network
Brand
Ambassadors
Awareness
Brand InterestDIGITAL
PUSH
Age of Gen
C
DIGITALSTRATEGYIN
COMMUNICATIONFOR
ANINDEPENDENT
HOTEL
ADDITIONAL
STEPS
FOR
MOBILESTRATEGY
1. DevelopTheHotelBrandMassage
2. EstablishADigitalStrategy
(InteractiveBrandCommunication)- Selfie picture competition of hotel
- Reward the most shared picture
- Establish Selfie share platform
- Responsive design for hotel website
3. EvaluateTheResultsOfDigital
Strategy
Build up the
reservation
PLATFORM link
to the Selfie related
to the hotel
