What problem did they face?

Air Asia are a small, previously unknown Malaysian Airline looking to launch a new flight from Australia. They were up against fierce competition but lacked the budget to compete with an effective advertising campaign. They needed to raise brand awareness and fast…..

How did they overcome their problem?

They launched a Facebook campaign to give a way a free plane. Well, *nearly a free plane….  Air Asia created a competition whereby the winner could choose 302 of their Facebook friends to fly with them free from Australia to Malaysia ( and presumably back again…). The competition allowed you to choose what friends to take with you and tag them in the seating plan. A snapshot would then be shared with the tagged friends ( see room for some serious viral potential?). 

What were the results?

Doubled the amount of flights

Grew Facebook fan base by 30%

Generated PR worth an estimated $1.5 million

Reached over 2 million people on Facebook.

 Why did it work?

So what can you take away from this? Why should you care?

Massive viral potential

Gives something valuable away for free.

Harnesses the principle of reciprocity 

Highly social – makes people want to get involved.