British Airways and Social@Ogilvy, Beijing have launched the airline’s first WeChat campaign to celebrate the Chinese New Year with the airline’s social media followers.
The festive campaign was developed to lure BA’s more than 350,000 existing Sina Weibo followers to the airline’s newly launched presence on WeChat, a social networking APP featuring shared streaming content feeds and location-based social plug-ins to chat with other users, including brands.
Reminiscent of the golden ticket giveaway in the movie “Charlie and the Chocolate Factory,” BA delivered 2014 custom-made red envelopes (monetary gifts given during Chinese holidays and special occasions) to the doorsteps of the first 2014 followers of its official WeChat account @英国航空(BritishAirwaysChina). Inside each red envelope was a New Year greeting from BA regional CEO Tracy Dedman and a promotional coupon worth 300 RMB (50 USD). Three exceptionally lucky, randomly selected followers also won round-trip BA tickets for travel between China and London in their gold-colored red envelopes.
The red envelopes are emblazoned with a gold BA coat of arms that features its motto, “To Fly. To Serve.” and a vintage Pegasus icon to celebrate the Year of the Horse’s arrival. Recipients are encouraged to share their good fortune and give out the BA-branded red envelopes to family and friends.
The campaign ran from January 10-22, 2014 ahead of the Chinese New Year. Following the success of its first WeChat campaign, BA now plans to develop more in-depth customer communications and services for its WeChat portfolio.
Follow British Airways on WeChat：英国航空(BritishAirwaysChina)