Shaken & Stirred - Influential Brand Profiling and Positioning

Air New Zealand offers ‘Share and Earn’ to UK customers / Fandistribution

Air New Zealand’s UK customers can now earn cash back through an innovative fandistribution programme that rewards users for social media recommendations of its 777-300 Premium Economy Spaceseat™ experience.

In a UK first, customers registered for the ‘Share and Earn’ trial will get £50 cash for every share via Facebook, Twitter, email or blogs that directly result in a Premium Economy booking for the airline up until 16 May 2012.

The trial has been launched in partnership with UK marketing agency and forms part of their new Premium Enjoyment advertising campaign which was developed by UK advertising agency and shows the Premium Economy cabin and Spaceseat™ from a third party view point – through the eyes of a liberated traveller.

At the heart of the digital ads is an interactive panoramic of the Premium Economy cabin called SeatView from where the customer can explore the space both horizontally and vertically and click on hot spots that reveal product service points. Demo here.

The carriers award-wining Premium Economy Spaceseat™ was introduced onto the London – Los Angeles – Auckland route in April last year. The unique 2-2-2 cabin configuration and hard-back shell design of the seat, which reclines into itself, has been described as more akin to Business Class and has since gone on to win a Wallpaper* Magazine Design Award (Best Air Style) and helped the airline land the 2011 Skytrax Award for Best Premium Economy.

Chris Myers, Air New Zealand’s General Manager, Europe commented:

“Since we introduced the new Premium Economy on the London route our customers have been sharing some great experiences with us.  This is a great chance for them to now be rewarded for telling their friends and family about it.”

Full terms and conditions for the Share & Earn programme can be viewed at:

Fandistribution Campaign

  • Recent results for the travel sector from Digital Animal show that for each share via social media, 5 new users are brought back to the brand’s website; making the strategy an effective traffic-driver.
  • The campaign will be implemented through a ‘Share and Earn’ button placed in Air New Zealand’s customer newsletter and on their UK consumer website, which will allow customers to sign up to the recommendation programme with one quick click. Once registered, customers can then go on to ‘share’ Air New Zealand through a wide variety of social media, with cashback earned for every ‘share’ that directly results in a Premium Economy ticket sale for the airline.
  • Air New Zealand’s new social media campaign works on a micro-affiliate basis; a concept unique to marketing agency Digital Animal, which turns customers into ‘micro-affiliates’ of a brand. Essentially, the concept harnesses the power of social media to reward customers for positive social media shares, rewarding them financially for any sales they personally generate.  Every share is traceable by a unique URL, allowing Air New Zealand to track conversion rates and brand mentions across a wide variety of platforms.

Premium Enjoyment Advertising Campaign

  • Albion originally built the banner in Alternativa a code library project which is still being developed and is usually reserved for browser based games and MMORPGs.

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