Bmi & the rabbit agency

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How does an airline become the third most discussed airline on social media in the UK when it only has 14 planes? bmibaby used Twitter, Instagram, and conventional PR to inspire a generation of travellers

Reisen

THE BMI PINTEREST LOTTERY
bmi’s final social media campaign

WHAT DOES THIS CAMPAIGN SHOW?
How social media can be agile, flexible, effective, creative

WHAT THE POTENTIAL SALE RULED OUT
MOST PROACTIVE PR, ON SITE CONTENT

EARLY 2012
The network everyone was talking about

HOW PINTEREST USED TO LOOK

(it reminded us a bit like a bingo / game board)

THE BMI PINTEREST LOTTERY

The first game of chance on Pinterest

1 - Go to the destination 2 - Re-pin them to your 3 - Every week a winning
boards pick up to six own boards number was chosen
‘numbers’

HOW IT WORKED

BUT - WE ALSO WANTED TO PROMOTE
DESTINATION CONTENT

The bmi social planet (Tumblr)

Results
• 3000 entries (images re-pinned)
reaching c. 360k users on Pinterest
alone

• Online PR value - picked up by 50
publications / websites

• Half a million social media impressions
on Twitter

• 1000+ edits on Instagram, each of
which reached 400k+ Instagram users

• Instagram followers increased 5x to
1500, making it the 10th most
followed airline worldwide (May 2012)

• The cost - c. 20 return flights

Thank you for listening!
There’s more - http://rab.bt/bmipinterest

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