Airline marketing on a high with the #mannequinchallenge

This November was probably the month of the Mannequin Challenge — a viral Internet trend of short videos of people remaining frozen in action with Rae Sremmurd’s song “Black Beatles” playing in the background. This challenge was taken on by celebrities and politicians, like Bill Gates, Paul McCartney and Michelle Obama, and it quickly gained popularity also among airlines.

For airline brands, however, to jump on a trend in a timely and accurate manner is a challenge itself. But for those that carry it out properly, it can be a powerful marketing tool. It humanises you as a brand and shows you to be a ‘good sport’.  It shows you are current and on the ball. You even get PR value from it, as journalists write articles on the trend.

While it shows brand spontaneity, it may also be used to promote certain marketing messages. From launching new routes by Cebu Pacific to involving business class passengers by Virgin Atlantic, here is a round-up of the best Mannequin Challenges in airline marketing.

Our top picks

  • Cebu Pacific’s route launch (and fun culture)

    Cebu Pacific is never shy when it comes to brandish its fun work culture. What was really smart in this challenge was that they sneaked in an announcement board regarding upcoming route launches!

  • Virgin Atlantic’s business class

    Virgin Atlantic had a crew and passengers ‘frozen’ in mid-flight, take a look at the ‘mile high’ couple emerging from the bathroom and more importantly, flaunted its business class!

  • Air Asia’s work culture (and really cool office!)

    AirAsia filmed its mannequin challenge at its corporate HQ, showed off its beautiful spacious office where even boss Tony Fernandes took part and broke the ice at the final bit. Who’s not enticed to join this company?

  • Singapore Airlines doubling up with the timeless Singapore Girl

    Singapore Airlines stands out for producing a film at Madame Tussauds Singapore – make sure to watch it all the way to the end!

More #mannequin challenges from other airlines

  • Emirates’ Airbus A380 engineering team
  • Volaris also had some fun at its corporate HQ
  • Garuda Indonesia’s business class
  • Etihad, however, was the only who took this challenge literally

And which is your favourite airline #MannequinChallenge?

Baiba Dreimane

Baiba Dreimane

Project Manager at SimpliFlying
Baiba Dreimane manages SimpliFlying's digital products and consulting projects to guide airlines through their concerns. She joined the team in 2016 and has since managed a multitude of projects internationally, including research and consulting projects for SimpliFlying's global clients, Airline Marketing Innovation Labs in places like Miami, Singapore and London, SimpliFlying's Annual Awards in London, among other projects. With a deep interest in digital innovation and design, she has tried her hand at founding a MarTech startup and has created one of the top travel micro-influencer profiles in Valencia, Spain, where she resides now.
Baiba Dreimane
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