Wow Air recreates reality TV experience for Snapchat campaign
Low-fare airline Wow Air is putting its millennial-centric audience at the focal point of a new campaign encouraging consumers to show off their Snapchat skills for the chance to be a content creator and travel the world.
Wow Air is creating a reality television-like viewing experience over the summer that lives on Snapchat and shows off all its destinations through alluring imagery on the photo messaging application, and is tapping its fan base to do so. Interested users are creating quality two-minute stories, sharing them on the campaign?s mobile-optimized site and the four best entries will be selected to travel over the summer documenting their time through Snapchat.
?Snapchat is a really unique medium in the way it delivers real and spontaneous content to its users,? said Sindri Jóhannsson, project manager of digital marketing at Wow Air. ?The SnapTraveler program is the result of us wanting to do something completely new and take our Snapchat presence to the next level.?
The airline will be telling an exciting story over the summer, shared through the perspective of its contest winners on its official Snapchat account. Participants are saving their best stories on Snapchat and uploading them to the contest site for the chance to serve as one of the four new marketing ambassadors in the upcoming months.
Content must not exceed two minutes, and must be high quality. Users that show potential for creating engaging stories on the mobile messaging app will be selected as the winners, as they will be responsible for documenting their own experiences in a compelling manner.
Wow Air will pay for travel and expenses for four trips throughout the summer, each lasting three to eight days, which winners must document on the brand?s official Snapchat page. The experience begins in Iceland, where the winners will be flown to, and then briefed by the Wow Air marketing team.
Users must create their entries within Snapchat, save it to their camera roll and then upload to Snaptraveler.wowair.com to be considered. The idea behind the summer Snapchat campaign is to create a reality television-like experience, but one that lives completely on the millennial-centric platform to capture the attention of its main demographic.
The more creative the content is, the better the chances of winning are. Wow Air will also be checking out corresponding social media pages for extra reference.
Hilton Worldwide similarly inspired travel enthusiasts to realize their fantasy vacations by introducing a mobile-optimized microsite where visitors can create digital vision boards and share them with friends via social media (see more).
Hilton's DoubleTree also attempted to shift social conversation regarding travel to a more positive sentimentality by prompting users to share stories of kindness, and will be using social tracking to determine the impact of the campaign (see more).
?Our hope is that the SnapTraveler program will become sort of a reality TV for Snapchat,? Mr. Jóhannsson said. ?You will watch as four people are put in the extraordinary position to be able travel across the world for free.
?Over the summer you will gradually get to know the SnapTravelers, and our destinations, in a very real way,? he said.