It's the first article in English on this blog. It' about a global campaign, though a local element has a strong presence in it and the initiative is really successful, in my opinion.
The Royal Dutch Airlines KLM has continuously conducted sweepstakes with trips to different parts of the world as an incentive, but now the stimulus is different. The winners of this competition choose with which celebrity to sit on a flight and have a chat with. In the celebrities list from which you can choose, you find names such as the Space Ibiza club summer "owner" DJ Armin van Buuren, the former AC Milan and Dutch national football team, emphatic playmaker Ruud Gullit and the fashion model, with many works for Ralph Lauren in her portfolio, Yfke Sturm. Frenetic football, trance music and fashion fans crave for that.
What makes the huge motivation of people to enter this competition? For the first time they have a chance to sit to one of their favorite celebrities not for a minute or half an hour, but for a whole flight. This gives the opportunity for a comprehensive talk and getting to know comprehensively the people they marvel, which has an immense intrinsic value to participants, much bigger than that of a won vacation somewhere, let's say the tropical seas. The chance to be a celebrity company sprinkles a sound flair of innovation, from the side of the organizer of the event. Probably, that could be the sweepstake with highest number of participants for KLM, so far .
Using local celebrities with world recognition to promote a brand accomplishes two solid goals: in your domestic target audience you build a sense of pride and approval, whereas your overseas customers appreciate your global approach. By these means you simultaneously strengthen the brand image in both target groups and assure yourself with a zealous participants from around the world, thus making a serious "buzz"/word-of-mouth/viral effect.
Speaking of brand character and perception, the campaign conveys a kind of a dream come true and innovative element in customers' minds.And marketeers know that emotions a brand creates are of crucial importance. More academically, it is another point-of-difference (marketing prof. Kevin Keller theory) in the competition with the other rival brands in this business.
The sweepstake standard is lifted, which might make the people's expectations for the next one more whimsical.
Finally, the video of one of your choices for a flight companion, Armin van Buuren:
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