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Are you Klaus-Heidi? Lufthansa launched a campaign with digital, direct and PR, but no bought media. Using organic reach, Lufthansa was able to grab an emotional advantage over the competition. Result: Lufthansa sold out an Airbus 319, 240 million impressions, made the news in over 30 countries and was a re-occurring topic on Swedish national TV, and during its peak it stood for 25% of Lufthansa’s mentions in social media globally and was the main driver to behind Google.

Insurance company Esurance picks a $1.5 million tweet. Entering into the sweepstakes was easy, tweet something and include #EsuranceSave30. The goal of the campaign was to raise brand awareness. The following day, 2.39 million people had entered the contest, including 200,000 entries that streamed in within one minute of the spot airing. Result : generated over 1 billion impressions and Twitter follower count grew from 8,900 to 155,000.

Air Asia gives away 303 free tickets. Air Asia created a contest for Facebook fans to win a free flight from Australia to Malaysia for them and 302 fans. All you had to do was tag your friends in a seating plan photo and submit it. Media : Facebook, pictures, tags, virality, organic reach Result : Doubled the amount of flights, grew Facebook fan base by 30%, generated PR worth an estimated $1.5 million, and reached over 2 million people on Facebook.

Australian train company V/Line uses guilt trips and the value of family to increase sales. Media used : traditional media public relations, online videos, handbooks, microsite, social app and shares, and paid social media. Results : 15% increase in off-peak sales, ticket sales increase by 12%, $4M incremental revenue, and 2014 Cannes award winner.