bmi & the rabbit agency
DESCRIPTION
How does an airline become the third most discussed airline on social media in the UK when it only has 14 planes? bmibaby used Twitter, Instagram, and conventional PR to inspire a generation of travellersTRANSCRIPT
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THE BMI PINTEREST LOTTERY bmi’s final social media campaign
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ABOUT ME - about.me/dirktherabbit
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WHAT DOES THIS CAMPAIGN SHOW?How social media can be agile, flexible, effective, creative
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THE BACK-STORY
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WHAT THE POTENTIAL SALE RULED OUTMOST PROACTIVE PR, ON SITE CONTENT
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THE BMI SPRING SALE
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OUR SOLUTIONFocus on the destinations
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EARLY 2012The network everyone was talking about
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HOW PINTEREST USED TO LOOK
(it reminded us a bit like a bingo / game board)
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THE BMI PINTEREST LOTTERY
The first game of chance on Pinterest
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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
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BUT - WE ALSO WANTED TO PROMOTE DESTINATION CONTENT
The bmi social planet (Tumblr)
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THE BMI EDIT CHALLENGE
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• 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
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Thank you for listening!
There’s more - http://rab.bt/bmipinterest