The #newAmerican is arriving - American Airlines Social Media Campaign 2013
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1) American Airlines launched a social media campaign called #newAmerican to communicate its transformation through a rebranding, merger announcement with US Airways, and sponsorship of SXSW 2013. 2) The campaign leveraged these major events and used tactics like teaser messages, videos, promotions, and responses on 8 social media platforms to bring people along on American's transformation. 3) Results included the #newAmerican hashtag trending multiple times and driving over 54 million impressions, with highly positive sentiment of 93% and an increased positive sentiment of the American Airlines brand from 22% to 40% over the period measured.
The #newAmerican is arriving - American Airlines Social Media Campaign 2013
- 1. The #newAmerican is arriving Transforming the iconic American Airlines brand through Social Media
- 2. The #newAmerican is arriving Merger Announcement SXSW 2013 Sponsorship Rebranding Announcement
- 3. Objectives 05/09/13 3 Demonstrate that the iconic American Airlines brand is evolving to become more modern, refreshing and innovative Use digital and social media to connect and engage consumers with the new and evolving direction of the airline in a meaningful way Use several pivotal moments in American's history to change the way people see the company in 2013
- 4. Strategies 405/09/13 1. Leverage several major transformational announcements and sponsorships in 2013 to effectively communicate, engage and bring consumers into American's transformation using Social Media 2. We built major individual social campaigns around Americans rebranding launch, the merger announcement with US Airways, and American's sponsorship of SXSW 2013, but positioned them all under the #newAmerican flag at a macro/ongoing level as an overall campaign, designed to demonstrate and drive conversation around the transformation of the brand. 3. The Social Media strategy was deeply integrated into the larger business strategy for each of these events and the larger transformational campaign, across Customer Relations, traditional PR, Marketing, Sales, Loyalty, etc.
- 5. Tactics & Execution Rebranding Launch 505/09/13 Teaser messages across 8 social platforms - stay tuned to drive anticipation Digital site and video for launch/reveal of new logo/livery Social hooks/sharing imbedded throughout reveal site (share the new logo, etc.) Began switching all social channel creative to new branding in real-time (Twitter icon, Facebook cover photo, etc.) Activated Influencer, Blogger and Advocate relationships with personal messages from the team Content, events, video, promotions tagged/branded with #newAmerican
- 6. Tactics & Execution Rebranding Launch 605/09/13 Behind-The-Scenes Video series explaining the thought process posted to YouTube Paid Social we knew the logo/livery would be inherently viral, so we used paid social media to promote the Behind the Scenes video so that more people would get the Why and how thoughtful we were about the process Live events showcasing the new look attendees encouraged to share using #newAmerican Social Promotion encouraging users to share an image of a journey using Tw/FB or Instagram using #newAmerican Response use dedicated team to respond to everyone on TW Content, events, video, promotions tagged/branded with #newAmerican
- 7. Tactics & Execution Merger Announcement 705/09/13 Announcement social messages Co-branded content shared socially by both companies Stronger Together video highlighting strengths of merged company on YouTube and promoted across Social channels Socially promoted Advertising campaign Dedicated Social response, answering questions, business as usual, loyalty programs, etc. Content tagged/branded with #newAmerican
- 8. Tactics & Execution SXSW 2013 805/09/13 Digital Lounge conference-goers could recharge, interact with products, get a massage Connected Photo booth tweet photos from our booth Digital Promotions multiple Twitter promotions around #newAmerican (drove #1 most-mentioned SXSW sponsor) Digital Mosaic capturing and displaying social conversation including #newAmerican FourSquare check-ins and specials Travel Hackathon with AT&T opened American data to developers for a contest to build the next great travel app Paper Napkin pitch contest Content, activation, promotions tagged/branded with #newAmerican
- 9. Tactics & Execution Other promotions and messaging 905/09/13 Vine promotion celebrating the launch of the new 777-300ER to London, using #newAmerican Twitter hashtag promotion celebrating 9 new routes out of LAX with 9 winners of 9,000 AAdvantage Miles Twitter Retweet promotion featuring our 777 Walk-up bar, using #newAmerican Other social messaging and content featuring transformational stories #newAmerican used by American brand channel in responses to customer questions and comments Content, promotions tagged/branded with #newAmerican
- 10. Results Overall 05/09/13 10 Drove measurable positive sentiment shift for the American Airlines brand in 2013 #newAmerican trended several times throughout the campaign Consumers and media began and have continued to use #newAmerican in their posts and content Numerous positive coverage placements #WINNING
- 11. #newAmerican was mentioned 43,555 times between January 1 and May 8 These mentions have created over 54M impressions A campaign sentiment score of 93% - highly positive Results - #newAmerican 1105/09/13 *Data from Netbase Rebrand Merger SXSW
- 12. Overall brand sentiment for January 1 March 31 was 32% out of -100% to 100% January 22% February 39% March 40% Results - Brand Sentiment 1205/09/13 #newAmerican *Data from Netbase
- 13. Results Word Clouds 05/09/13 13 Most-used terms Most-used sentiment-related terms (emotions) *Data from Netbase
- 14. Results SXSW Coverage 1405/09/13 Al Gore and American Airlines stole the digital conversation at SXSW. Thanks to an active Twitter presence, American Airlines was the most-mentioned SXSW sponsor. Top SXSW Tweets - Day 1 #1. American Airlines (#2. Depeche Mode) Lounges trending on Twitter: Lucky Blogger, New American 41 Total placements
Editor's Notes
- #6: http://www.aa.com/newamerican https://twitter.com/americanair https://www.facebook.com/AmericanAirlines http://www.youtube.com/americanairlines May 9, 2013
- #7: http://www.aa.com/newamerican https://twitter.com/americanair https://www.facebook.com/AmericanAirlines http://www.youtube.com/americanairlines May 9, 2013
- #8: http://www.aa.com/arriving May 9, 2013
- #15: http://mashable.com/2013/03/09/sxswi-top-tweets-1 / http://mashable.com/2013/03/10/sxsw-day-2-the-top-social-buzz/ http://www.adweek.com/news/technology/winners-and-losers-sxsw-147993 May 9, 2013