Witty and with-it marketing campaigns are usually the domain of a handful of carriers known for their flair, and are frequently LCCs. (I’m thinking the bet between Sir Richard Branson and Tony Fernandes where the loser dresses up as a flight attendant, or anything Ryanair related.)
But Lufthansa has shown it too can partake in the fun–and see its efforts go viral.
If you haven’t heard the back story, last month Apple employee Gray Powell lost in a German bar in California a demo version of what’s purported to be the next iPhone. Said iPhone wound up in the hands of technology blog Gizmodo, who blew the lid on the story this week and pinpointed Powell as the unfortunate soul who lost it.
Enter Lufthansa. On Twitter the carrier asked, “If you can help us get in touch with Gray Powell, we’d like to fly him to Munich”. They weren’t joking. In an open letter to Powell, Nicola C. Lange, the Director for Marketing & Customer Relations in the Americas wrote (full letter at the top):
We also noted with great interest your passion for German beer and culture. We thought you could use a break soon — and therefore would like to offer you complimentary Business Class transportation to Munich, where you can literally pick up where you last left off. Upon arrival in Munich, feel free to check out our new Bavarian Beer Garden Business Lounge, and experience the best Germany has to offer.
Lufthansa is slyly plugging its new Bavarian Beer Garden Business Lounge, but the campaign is working, with the letter going viral across the internet.
Many would think of Lufthansa as a poised legacy carrier keeping its distance, but its letter shows it realises the power of social media. Its letter follows on the footsteps of Virgin America who announced via Twitter it would start services to Toronto, Boeing who recently started using Twitter, and AirAsia who have found they are able to cut down on marketing by promoting sales to their Facebook fans.