High Concept
“I want my MTV” campaign for planes
Story
Ian Delaney has published an excellent case study for how Virgin USA used social media to beat a US Department of Transport ruling and get their planes off the ground.
- They created a “name our planes” campaign that led to one plane being named “Air Colbert.”
- They posted time-lapse video of a plane being painted (yes, it’s as boring as it sounds, but somehow it got more than 1,400 diggs)
- They created a petition “Let Virgin Fly” (now down, but here’s a snap from the wayback machine; which was picked up and spread by the blogosphere.
- They invited Diggnation to film an episode on a Virgin America plane.
- They kept the relationship going: after the DoT reviewed their license (unheard of) they gave Diggnation viewers a twofer deal.
