SELFIE

BY TURKISH AIRLINE

A CASE STUDY OF METHOD OF GEN C

CHEN Mengna

MBA 2A

Instructor: E. Craig

An Epic Face-off For Selfie Supremacy

THE "KOBE VS. MESSI: SHOOTOUT”

Armed with cameras and Turkish Airlines that flies to more countries than any other, these superstars show up and show off across the globe through friendly rivalry by trading “selfies” taken in exotic locations

WIDEN YOUR WORLD

RESULTS

• 170 countries broadcast

• 20+ different languages

• 130+ million views within 2 weeks

• Most-viewed commercial in YouTube’s history

#kobevsmessi

2 KEY Elements

---Social Media

---Mobile Consideration

DIGITAL MARKETING ELEMENT

Tactics Commercial Launched On Youtube.com

Focusing On The Most Trendy Concepts

Selfie

<The most searched word in 2013>

Travel Experience Sharing

# Hashtag

WHY SELFIE?

Follow Turkish Airlines

DIGITAL TOUCHPOINT

Customer Decision Journey

DIGITAL TOUCHPOINT

Customer Decision Journey

Social campaign may

have over 80% of the impact at the

beginning and the middle of the purchase path for large business

in Travel industry.

-The Beginning=helps gain customers awareness

–In The Middle=creates desire and boosts interest.

-The End=helps to seal the deal. Sources

DIGITAL TOUCHPOINT

Sharing Experience

In

ME Generation

DIGITAL TOUCHPOINT

SHARING, IT’S UP TO YOUR FINGERS !

DIGITAL IS EVERYWHERE !

ENHANCING THE DESIRABILITY OF

GOBAL DESTINATION

EMPHASIZES THE GLOBAL NETWORK

OF THE AIRLINE

PROVIDES A SMILE FOR THE

VIEWER

INTRODUCES ITS NEW BRAND

COMMUNICATION

“Widen Your World”

Playing Off

The SELFIE Trend

SHARE Brand

Messages Socially.

VIA

Message Delivered BUZZ

In Sharable Commercial

Communication

Brand Communication

Brand Awareness

& Brand

Interest

DELIVERY BUSINESS OBJECTIVES DIGITALLY

Brand Interest

Purchase Decision

EFFECTIVENESS OF TOUCHPOINT

According the the customer decision journey, there is mainly 3 phases of the purchasing journey..

In the commercial campaign of Turkish Airline, it successfully delivers their brand message and starts a social buzz , which are transformed into customers’ brand awareness and interests.

• The two international sports icons---Kobe Bryant and Lionel Messi selected as brand ambassadors without doubt, have win over millions of the fans, which raise the brand awareness globally.

• The “Selfie” rivalry campaign has smartly integrated the hittest trend of 2013 and the use of digital devices to spread the brand message through social media as well as to enhance the customers’ interest towards the brand .

• These customers become potential customers that at last turn into the brand income .

Selfie

Experience Sharing

Social Network

Brand Ambassadors

Awareness

Brand Interest DIGITAL PUSH

Age of Gen C

DIGITAL STRATEGY IN COMMUNICATION

FOR AN INDEPENDENT HOTEL

ADDITIONAL STEPS FOR

MOBILE STRATEGY

1 . Develop The Hotel Brand Massage

2 . Establish A Digital Strategy

( Interactive Brand Communication) - Selfie picture competition of hotel

- Reward the most shared picture

- Establish Selfie share platform

- Responsive design for hotel website

3 . Evaluate The Results Of Digital Strategy

Build up the reservation

PLATFORM link to the Selfie related to

the hotel