In 2014, together British Airways launched their very first WeChat campaign just in time to celebrate the Chinese New Year. In an attempt to convert their 350,000 existing Sina Weibo following to their new WeChat account, BA took inspiration from traditional Chinese festive behaviour in the form of a golden ticket giveaway.
British Airways delivered custom-made golden envelopes to the first 2014 followers of their WeChat account.
- Each envelope contained a promotional coupon worth 300 RMB.
- Three randomly-selected lucky followers would win round-trip tickets between China and London.
The result was 10,000 users following the Airline’s account within the first 10 days of its launch and the online-to-offline approach they privileged allowed them to create an unforgettable experience for those involved and an interesting case study for us marketers.
Source: Sekkei Studio