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WestJet airline

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Lee Jun

WestJet Airline hosted a memorable Christmas event in 2013 where they gave gifts to passengers on flights. They shared a video of this event on YouTube, Facebook, and Twitter, and it went viral. As the video received more views, WestJet donated more flights through Ronald McDonald House Charities. This marketing stunt was very successful for WestJet, bringing them massive attention. It taught lessons about starting small and focusing on emotion, uniqueness, and shareability to create viral, impactful content.

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Lee Sang Jun A53 PUBLLISH West Jet Airline
WestJet Airline Canadian low-cost carrier. Last December 9, 2013, WestJet Airline hosted a memorable event to customers. It was first uploaded in Youtube and shared in Facebook and tweeted in Twitter They named the event as Christmas miracles
WestJet Airline
Afterwards Aside from the event, WestJet donates flights through Ronald McDonald House Charities,every 200,000 views hits on the video.
Afterwards This marketing brought massive effects to WestJet. This means more people will likely see this video more than they would a traditional ad that would be less effective and more expensive. (Tandy Thomas, Queens University marketing and branding expert)
Lessons Excerpted from Social Media Today 1. Start small and share. 2. Make it unusual, out of the box or hard to believe. 3. Capture real, intense emotion.
1. Start small and share. Two options for the project: offer big gifts to small number of people or offer small gifts to big number of people. The former brought unbelievable memory and heart-warming story to people. A story that was then more shareable, and will ultimately, reach more people through virality on social. (MacMaster)
2. Make it unusual, out of the box or hard to believe This project was one of the biggest project that WestJet ever had. Efforts to buy the gifts and its size and scale captured peoples mind If this project was too ordinary or usual, WestJet would not have encountered such feedbacks.
3. Capture real, intense emotion. MacMaster said We are all suckers for emotion. Its the key to all good marketing, really. And viral videos are no exception. This project created an image that when people think of WestJet, many of them recall as honest, full of love and exciting company. A Christmas marketing miracle, indeed
Sources: https://www.youtube.com/watch?v=zIEIvi2MuEk http://simpliflying.com/2013/westjet-christmas- miracle-statistics/ http://business.financialpost.com/2013/12/11/west jet-airlines-ltd-performs-christmas-marketing- miracle-with-viral-video/ http://www.socialmediatoday.com/content/3- lessons-marketers-westjets-viral-christmas-video- video

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WestJet airline

  • 2. WestJet Airline Canadian low-cost carrier. Last December 9, 2013, WestJet Airline hosted a memorable event to customers. It was first uploaded in Youtube and shared in Facebook and tweeted in Twitter They named the event as Christmas miracles
  • 4. Afterwards Aside from the event, WestJet donates flights through Ronald McDonald House Charities,every 200,000 views hits on the video.
  • 5. Afterwards This marketing brought massive effects to WestJet. This means more people will likely see this video more than they would a traditional ad that would be less effective and more expensive. (Tandy Thomas, Queens University marketing and branding expert)
  • 6. Lessons Excerpted from Social Media Today 1. Start small and share. 2. Make it unusual, out of the box or hard to believe. 3. Capture real, intense emotion.
  • 7. 1. Start small and share. Two options for the project: offer big gifts to small number of people or offer small gifts to big number of people. The former brought unbelievable memory and heart-warming story to people. A story that was then more shareable, and will ultimately, reach more people through virality on social. (MacMaster)
  • 8. 2. Make it unusual, out of the box or hard to believe This project was one of the biggest project that WestJet ever had. Efforts to buy the gifts and its size and scale captured peoples mind If this project was too ordinary or usual, WestJet would not have encountered such feedbacks.
  • 9. 3. Capture real, intense emotion. MacMaster said We are all suckers for emotion. Its the key to all good marketing, really. And viral videos are no exception. This project created an image that when people think of WestJet, many of them recall as honest, full of love and exciting company. A Christmas marketing miracle, indeed
  • 10. Sources: https://www.youtube.com/watch?v=zIEIvi2MuEk http://simpliflying.com/2013/westjet-christmas- miracle-statistics/ http://business.financialpost.com/2013/12/11/west jet-airlines-ltd-performs-christmas-marketing- miracle-with-viral-video/ http://www.socialmediatoday.com/content/3- lessons-marketers-westjets-viral-christmas-video- video