“Crowdbranding”: The Top 10 Crowdsourcing initiatives by Airlines

Yes, I said it: branding!

The benefits of crowdsourcing, and its effectiveness for problem solving, are well-known. The power of the social web is being harnessed by airlines more than ever (in fact, a cargo-carrier has recently got into the game as well). Crowdsourcing initiatives are now being used not  just to engage customers but also to find ways to improve their product and services, as well as at the same time building their brands. Hence, “crowdbranding”.

With today’s Top 10 case-pack we would like to highlight some of the best examples of airline crowdsourcing. At the same time, we also invite our readers to have a look beyond the surface and into the deeper strategic goals that drive each of these strategies. In some cases it will be clear that the end game was indeed solving a problem or finding an innovative way of addressing existing issues, but in others it will also be clear that the stated goal of the crowdsourcing campaign wasn’t the only goal.

Most of the airline examples included in this Top 10 used crowdsourcing to solve problems related to visible parts of their product such as in-flight meals or routes, and did so in very “socially active” ways, using their social media pages and often creating dedicated websites where participants could interact.

Looking deeper into the reasons that drove these airlines to choose crowdsourcing, we found that the most common goals were:

  1. Solving a particular problem
  2. Reducing costs
  3. Associating their brands with a specific concept (for example: quality or low prices)
  4. Obtaining first hand-data from their community of users
  5. Promoting a new feature/product/route

With this teaser, we’ll leave you to discover how some of the best airlines in the world harnessed the power of the web in the most tantalizing and innovative ways possible.

Top 10 Crowdsourcing Initiatives by Airlines

Let us know what you thought of this case-pack in the comments below or tweet us @simpliflying.


Marco Serusi

Marco Serusi

Senior Consultant at SimpliFlying
Marco Serusi is SimpliFlying's director of consulting and has worked on major client projects with the likes of LATAM Airlines, London Heathrow and Airbus He has also delivered training in digital aviation strategy for hundreds of executives globally and spoken at several aviation conferences worldwide. He is well known for his cutting-edge research into crisis communications and social media trends. Serusi started his career in aviation after graduating in Air Transport and completing his Masters with a specialization in marketing. He is Italian who also speaks Spanish and English fluently and has lived in several countries including the UK, USA, Italy and Spain. He has been with SimpliFlying for over 6 years. You can talk to him in Italian, English or Spanish. You can also tweet him at @simplimarco, e-mail him at marco@simpliflying.com.
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