Entertainment > Branded Entertainment
DEPARTURE DATE
ELEVEN, San Francisco / VIRGIN / 2013
Overview
Credits
Overview
CampaignDescription
Branded entertainment is an opportunity to communicate a brand’s image to its target audience in an original way by creating positive links between the brand and the program.
In terms of restrictions, this project had to adhere to FCC regulations, as it was shot during operating commercial flights.
Effectiveness
Challenge: Deliver compelling brand program in the L.A. market that positions the Virgin airlines as a stylish way to explore the world. Build brand affinity and drive buzz with secondary messaging of shared Earn + Burn program.
Objectives: Execute a buzz-worthy activation that amplifies the Virgin airlines brand and tri-brand campaign.
Strategy: A one-of-a-kind movie that speaks to the L.A.-based entertainment industry and premieres at a premium festival (LAFF).
Execution: Departure Date, the first film shot at 35,000 feet.
Implementation
The film was hosted on FlyVirgin.com, a website shared by Virgin Atlantic, Virgin Australia, and Virgin America. The film itself made its debut at the Los Angeles Film Festival and was supported through various media channels, including online display ads, social media, out of home, and home page tiles on the airlines' sites.
Outcome
This six-week campaign garnered 38.6 million media impressions. FlyVirgin.com had 157,000 unique visitors. There were 135,000 video views. Ad value is at 2.9 million thus far.
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