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A few months ago, we published a Top 10 case-pack on “wow” initiatives, advocating the need for airline brands to surprise and generate positive emotions in customers. Back then, we featured mostly holiday season initiatives. However, if we were to re-do it today, there is one campaign that would certainly be included.
As our readers will know, British Airways has been particularly enthusiastic in leveraging the London Olympics to reinforce its brand and has produced some unusual videos, including one in which it asked users not to fly.
The sound of social media
However, there was one element of its Olympic initiatives that, at least initially, did not really get much attention: the #HomeAdvantage tag. That is, of course, until they unveiled something that added an additional dimension to the text based world of Twitter and Facebook messages: Sound!
Sound is not something we normally associate with social media. Yes, there are video-based networks like YouTube and even popular music-based services like Spotify, but sound has not yet been used by brands to create an emotional connection on social media. British Airways did just that.
A Sound Emotional Connection
As the battle for sponsorship has demonstrated, the Olympics are a unique opportunity for brands to leverage positive emotions. This is particularly true for an airline whose hub lies just a short distance away from the main Olympic venues. By turning tweets and messages into sounds, the airline was able to “speak” in a universal language. At the same time, it created a stronger link between its brand and the Olympics. The site where this initiative is hosted is unique in multiple ways. First, of course, because it can actually turn written elements into sound. Secondly, because it does so in a way that can only be described as fascinating.
As words cannot really do it justice, we suggest you listen to the sound of today’s Olympic tweets on The Sound of the #HomeAdvantage website that British Airways has created for the occasion. We’re sure you’ll find it SimpliEnthralling!
Meanwhile, may we request the social engagement team at British Airways to take an operatic bow!