Surprise and Delight: Southwest Airlines' Valentine's Day 2014 Campaign
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This presentation discusses Southwest Airlines' Valentine's Day 2014 campaign to surprise and delight customers. The airline planned in advance, approving a budget to surprise customers in three cities with $500 gift cards. They filmed interactions between customers and gift recipients, producing a video that gained their highest ever single-day views. The campaign was a success, achieving positive customer and employee feedback and strengthening Southwest's reputation for exemplifying love through their service. The presentation emphasizes the value of planned, budgeted campaigns to surprise customers in memorable ways.
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Surprise and Delight: Southwest Airlines' Valentine's Day 2014 Campaign
- 1. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell Christi McNeill Surprise and delight
- 3. What Is It? • The act of surprising Customers with the sole intention of creating delight! – Freebies and Goodies – Above and Beyond Service – Memorable Experiences
- 4. Quick Question: What is the most delightful thing Southwest Airlines could do for you on your next flight? Tweet the answer to @SouthwestAir use hashtag #BlogWell
- 5. Why? • Opportunities exist everywhere! • Something unexpected makes people curious and interested • Empowers Employees to be decision makers and do the right thing. • Minimal investment but huge return!
- 6. History of Valentine’s Day @ Southwest • • • • Heroes of the Heart Gate decorating Free cocktails Valentine’s flair
- 7. LUV is in our DNA!
- 8. Valentine’s Day 2014 Southwest has always been known as the LUV airline. In fact, our NYSE symbol is LUV. Our home base is Love Field. How can we continue to “own the holidays” in fun and relevant ways for our Customers? How can we guarantee that our Customers feel the LUV?
- 9. The Project: Planning began in December 2013. We knew we needed to find a way to surprise and delight our fans and Customers • We approved the budget to surprise Customers in DAL, HOU, and DEN with $500 Southwest Airlines Gift Cards. • We secured the multimedia resources to bring these surprises to life. • Wrote storyboards and concepts, but really had no idea how our Customers would react…but they loved it!
- 10. The Video • The traveling mom, the military hero, the married couple, the long distance lovers…all stories captured in just 24 hours of filming in 3 cities. • Life happens on our planes!
- 11. The Launch • We posted the video at 6am Friday morning to Facebook. • Our Facebook fans had the opportunity to win Southwest Gift Cards as well – this just sweetened the deal for online fans! • We pitched the story to news media all across the nation and secured several placements.
- 12. The Results • Our highest video views in a single day – ever! • Overwhelmingly positive response from our fans and Employees. • Sense of pride and ownership from Employees.
- 13. A Few Quick Tips… • Have the right people in the right positions to make decisions. • Equip your field reporters • Look for story ideas • Plan ahead (have a budget and resources set aside for activations).
- 15. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell socialmedia.org/blogwell