Since consumers in the UK market are often late to book ski trips, Swiss International Air Lines collaborated with experience agency Space to create an interactive travel billboard that delivers snow on-demand.
The Twitter-powered billboard boasts the ability to release fake snow whenever the #SnowNow hashtag is used. To incentivize use of the social media hashtag, Swiss International Air Lines is giving consumers the chance to receive a discount on their next flight, plus the opportunity to win one of five return flights to the Alps for two people.
As Chloe Ravat, a senior marketing manager at Swiss International Air Lines, describes: "The reactive nature of the billboard activity mimics how UK skiers typically book their holidays—online and at the last minute."
On-Demand Snow Billboards
Swiss International Air Lines Made a Tweet-Powered Travel Billboard
Trend Themes
1. Interactive Billboards - The use of interactive billboards to engage consumers through real-time social media activity presents disruption opportunities in the marketing industry to create more personalized advertising experiences.
2. On-demand Promotions - The integration of on-demand promotions through social media hashtags opens up possibilities for disruption in the travel industry as companies look for new ways to attract last-minute bookings.
3. Experiential Advertising - Experiential advertising, such as the snow billboards, presents an opportunity for disruption in the advertising industry as companies look for new and exciting ways to engage consumers and stand out from competitors.
Industry Implications
1. Marketing - The use of interactive billboards and social media for real-time engagement presents an opportunity for disruption in the marketing industry to create more personalized advertising experiences.
2. Travel - On-demand promotions through social media hashtags present an opportunity for disruption in the travel industry as companies look for new ways to attract last-minute bookings.
3. Advertising - Experiential advertising presents an opportunity for disruption in the advertising industry as companies look for new and innovative ways to attract and engage consumers.