THE BMI PINTEREST LOTTERY bmi’s final social media campaign

ABOUT ME - about.me/dirktherabbit

WHAT DOES THIS CAMPAIGN SHOW?How social media can be agile, flexible, effective, creative

THE BACK-STORY

WHAT THE POTENTIAL SALE RULED OUTMOST PROACTIVE PR, ON SITE CONTENT

THE BMI SPRING SALE

OUR SOLUTIONFocus on the destinations

EARLY 2012The network everyone was talking about

HOW PINTEREST USED TO LOOK

(it reminded us a bit like a bingo / game board)

THE BMI PINTEREST LOTTERY

The first game of chance on Pinterest

HOW IT WORKED

1 - Go to the destination boards pick up to six

‘numbers’

2 - Re-pin them to your own boards

3 - Every week a winning number was chosen

BUT - WE ALSO WANTED TO PROMOTE DESTINATION CONTENT

The bmi social planet (Tumblr)

THE BMI EDIT CHALLENGE

• 3000 entries (images re-pinned) reaching c. 360k users on Pinterest alone

• Online PR value - picked up by 50 publications / websites

• Half a million social media impressions on Twitter

• 1000+ edits on Instagram, each of which reached 400k+ Instagram users

• Instagram followers increased 5x to 1500, making it the 10th most followed airline worldwide (May 2012)

• The cost - c. 20 return flights

Results

Thank you for listening!

There’s more - http://rab.bt/bmipinterest