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© Confidential and Proprietary – Do Not Release
Why Social Media Travels Well
Frequent Friender!

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Digital Natives Digital Immigrants
Age of population in millions; China in 2009. Source: U. S. Census Bureau, Internationa...

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Increasingly engaged digital immigrants
April 2009 Synovate Media Atlas Hong Kong
Percent using Internet in last 30 days, ...

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Quick Lessons You Can Take Away:
Built your campaign on your core products/services.
Users had to use many of Google's too...

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Quick Lessons You Can Take Away:
Built your campaign on your core products/services.
Users had to use many of Google's tools to find the answer to
questions about Virgin America's planes, technology and flight
schedules.
Forged the right partnership.
The choice of these two brands together worked perfectly to add to the
popularity of the scavenger hunt. Both have high goodwill among their
fans and drew a tech-savvy audience to participate.
Engaged through fun and competition while educating.
The engagement on this campaign was high because the content was
great and the format was fun. There were even tweets from flights
encouraging plane-mates to do better to beat a competing plane.

Quick Lessons You Can Take Away:
Built your campaign on your core products/services.
Users had to use many of Google's tools to find the answer to
questions about Virgin America's planes, technology and flight
schedules.
Forged the right partnership.
The choice of these two brands together worked perfectly to add to the
popularity of the scavenger hunt. Both have high goodwill among their
fans and drew a tech-savvy audience to participate.
Engaged through fun and competition while educating.
The engagement on this campaign was high because the content was
great and the format was fun. There were even tweets from flights
encouraging plane-mates to do better to beat a competing plane.

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