By Garrett Smith
In June of 2015, Turkish Airlines announced an innovative and groundbreaking new feature. For the first time ever Turkish Airlines live streamed a flight from Istanbul to New York via Periscope. Viewers who tuned in were treated to all of the behind the scenes action of what the crew of an airline goes through leading up to a flight. Audiences got to see everything from pre-flight checks to crew cabins and everything in between.
The idea behind the campaign was pretty genius, putting all of the focus on a unique experience that viewers could interact with. Building on that interaction between brand and consumer, the live stream featured promoted tweets every time a stream went live. Through out the flight several of the crew members responded to user generated questions further adding to the very tangible experience for all viewers involved. Another detail worth mentioning is that this stream marked the very first time a planes cockpit had ever been broadcast live to the world.
So what gave Turkish Airlines this bright idea? The answer is simple; gain some recognition in the social media world in order to stand out amongst its competitors. In a world where social media plays such a big role in consumer perception of brands, Turkish Airlines decided to capitalize on this fact. They did exactly what they set out to do.
It’s hard to argue that the streamed flight was anything but a social media win for Turkish Airways, and that’s not just my opinion, numbers support it. By the end of it all, Turkish Airlines had gained 5,000 new followers and close to 300,000 likes. Not only is that a drastic jump in followers and interaction, its also a form of free advertising that encourages more interaction than traditional forms of advertisement.
The other thing Turkish Airlines did with this social media campaign is take a chance on a new platform, that platform being Periscope. By using a new social media platform, like Periscope, Turkish Airlines introduced thousands of new individuals to technology that they may have been previously unaware of. This further solidifies Turkish Airlines’ social win as they have opened up the door for a potential relationship with Periscope. Future endeavors for the two companies could be a regular streaming of flights, which leads to the next point.
One of the only things I think Turkish Airways could improve upon is not letting this be their only venture into the world of ambitious social media campaigns. What I would do is make live streaming on Periscope a regular thing, with extra emphasis on what the consumers want to see. Perhaps the airline could feature a different city every month and encourage engagement from that cities population.
With all things considered, Turkish Airlines has set the bar high with regards to how a company’s social media campaign should look. 2016 should prove to be a year in which companies push the limits of what social media campaigns are truly capable of.
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Hepburn, A. (2015, July 12). Turkish Airlines: World’s First Periscope Flight. Retrieved February 15, 2016, from http://www.digitalbuzzblog.com/turkish-airlines-worlds-first-periscope-flight/
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Turkish Airlines on Periscope. (n.d.). Retrieved February 15, 2016, from https://www.periscope.tv/TurkishAirlines