[shareaholic app=”share_buttons” id=”25013374″] Although it is true that clients observe the quality or the cost of the product or service they want to acquire, nowadays it has been demonstrated that emotions have an important role in the buying decision. The experience of the consumer at the moment of using the product is what makes the connection between them come to life. If the experience is good, the consumer will be faithful to the brand and that is the essence of experiential marketing, to connect with the consumer in order to create unforgettable moments with the purpose of keeping clients loyal to the brand and at the same time to reach more people. Based on this approach we can enumerate five successful experiential marketing examples that have been used by different flying companies around the world as a technique to make the consumers feel a commitment towards the company because of the emotions they felt while they used the service.  

Experiential marketing examples for your next activation

  1.  Gifts for the users

The Dutch airline KLM is known for using experiential marketing as a tool to increase the satisfaction of their clients and at the same time attract a larger audience. Such is the case of Surprise’, a campaign in which the airline decided to investigate the users who published in the social networks that they would be traveling with KLM, to know about what they liked and then give them a present while they were waiting in the airport. On another occasion, this airline decided to give a box of chocolates to an user that published through twitter that he was going to visit his girlfriend. Also, they sent a fancy limousine to a passenger that was late to catch the KLM flight he was going to take in a few hours. Other examples of airlines that have used this type of initiatives are WestJet and the extinct Spanair, which set out to give presents to the clients that were traveling on Christmas Eve. In the case of WestJet, they decided to make the moment more personal by putting a digital Santa Claus at the Toronto and Hamilton airport in Canada. Then, users asked him whatever they wished for Christmas. The airline employees were responsible for searching and wrapping the presents before the flights landed. Later, when the passengers were waiting for their luggage, artificial snow began to fall, and the gifts started coming out on top of the conveyor belt, accompanied by Christmas tunes. Among the presents there were cell phones, TVs and cameras. Another strategy on the list of experiential marketing examples applied by airlines using gifts is how EasyJet hid 10 flying tickets around a city from Spain and they had to be found through clues published on Facebook and some mass media.  
  1. Thematic airplanes

Asian airlines are the pioneers of this method when using experiential marketing. Such is the case of EVA Air in Taiwan, which decorated a Boeing 777 airplane with elements of the cartoon character Hello Kitty. But they didn’t focus solely on the outside of the airplane. The uniforms of the overcharges and the food were related to this character too. Likewise, Japanese airline All Nippon Airways (ANA) designed an airplane inspired by the famous character R2-D2 from the Star Wars saga. This project comes from an alliance between ANA and Walt Disney through which they promoted the seventh installment of the main Star Wars film series. Furthermore, the project became the strategy of the company to strengthen its international image to obtain more clients. Moreover, Brussels Airlines and Finnair have also used this marketing strategy to increase the number of clients that choose them when they need to travel. In the case of the first one, it presented a plane that represents the black shark that was made by Professor Cuthbert Calculus from The Adventures of Tintin, the comic series by Belgian cartoonist Hergé. On the other hand, Finnair decided to represent the characters of the well-known videogame Angry Birds in partnership with the developers of the game. Also, they made a contest in which participants would win free tickets to Finland, Helsinki and Singapore.  
  1. Technology

Nowadays, technology has become a main part of any company’s operations and airlines are not an exception of this. Such is the case of Air France, which has created the ‘Upgrade Challengein which passengers on the waiting room had to compete playing with the ‘Cloud Slicer’ app that was created to promote the Business Class in Asia. The winners of the challenge would obtain a sit in this area of the airplane. Another great example of this kind of applications in which users compete for gifts has been demonstrated by British Airways, which created an installation at the Victoria Station in London, where people could play on a flying simulator to win tickets to different destinations. A different technique of these experiential marketing examples using technology and applied by airlines, is the one employed by S7 Airlines in Russia, which designed the ‘Imagination Machinewhere people had to put over their heads a device that monitored their brain waves while they were thinking of a destination they wanted to go to. The device analyzed the brain activity while a plane was projected on a screen during its route to the selected destination. Every person had to concentrate only on this route to reach the destination. All the users that could complete the tour obtained a ticket to the selected destination. The result was that of 200 persons that participated in this initiative, 50 of them won a flight to their dream place.  
  1. Live shows

Experiential marketing has been applied in incredibly creative ways, breaking paradigms and changing perspectives as in the case of Virgin Atlantic which, thinking that flights might be a little bit boring sometimes, decided to offer concerts to entertain the passengers during the flight. These concerts on air were performed on domestic flights inside of the United Kingdom. Furthermore, the American airline Southwest used this resource in some of its flights giving surprise concerts of well-known bands, as in the case of Imagine Dragons. They also made a contest so a couple of fans of the band could enjoy the show 35,000 feet high. Another resource that has been used among flying companies to connect with their users is the now widely recognized ‘Flashmobs’ which are spontaneous mass performances that are made to entertain the group of people that is in the place of the show. As an example we have WestJet which made this kind of show in a Canadian airport where, since it was December, they presented a Christmas performance which took every person in the audience to Santa Claus’ land. On the other hand, Finnair made a Bollywood style show to honor the Republic Day in India in a flight from Helsinki to New Delhi, capital of the honored country. This caused the passenger’s excitement and they were clapping at the rhythm of the music.  
  1. Food trucks

Currently, food trucks have spread throughout the North American territory becoming the favorite choice of a large number of people when looking for a place to eat. And they also became great experiential marketing examples for different businesses and organizations. A lot of companies have managed to see the opportunity of making their marketing campaign using this medium and the aeronautical sector is not the exception. Airlines like Air France, Austrian and Delta Airlines used this method by placing food trucks in New York City, offering food in the case of Air France. Beverages like coffee and cocoa were the selection of Austrian and Delta Airlines. On the other hand, United Airlines promoted its new route to Taipei from San Francisco, offering Taiwanese food. The last flying companies added in the list of airlines that have used this activity as a strategy are Lufthansa and Korean Air. Nevertheless, airlines are not the only ones using food trucks as an advertising tool. Certain airports have joined this activity with the purpose of promoting restaurants and cafes. The first airport to apply this technique was the Stockholm-Arlanda airport which sent its food truck to travel around Stockholm streets.   The effort and the creativity of these experiential marketing examples, applied by each one of the companies mentioned above when advertising their products and services, is remarkable. And at the same time the positive reaction of every user involved on this kind of activities is also remarkable. What do you think you would feel if at the moment of traveling, the airline you have chosen surprises you with any of these activations? [su_divider top=”no” style=”dotted”]
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