Virgin Atlantic Takes Onboard Entertainment to a New Level
We announced Virgin Atlantic’s fleet-wide transatlantic Wi-Fi by using it. We hired six comedians to do a set from 35,000 feet, broadcasting to their fans below and showcasing the strength of the product for the entire internet’s enjoyment.Virgin Atlantic |
Virgin Atlantic has always known that your flight should be an experience worth sharing. That’s why we came up with the platform, Live From Virgin, and when we became the first-ever European airline to offer transatlantic fleet wide Wi-Fi, we could finally make that a reality.
Introducing the Live From Virgin Comedy Festival, the first of its kind social media comedy festival that was broadcast to the internet from 35,000 feet.
We partnered with comedian and writer Abbi Jacobson, from the hit Comedy Central show Broad City to curate a selection of five diverse comedians who took to Twitter and Instagram to share their experiences from the sky. The content was shared via Virgin Atlantic channels as well as each comedian’s own pages.
Then, on September 28, everyone took to the skies, and the internet, to perform their social media comedy sets. Each post from the air was hashtagged with Live From Virgin, so fans could follow along from home. And, in keeping with the spirit of Virgin, each comedian was given complete creative control over the form of their performance.
The Festival exceeded KPIs, reaching over 6.4 million unique users of #LivefromVirgin and garnering over 84 million impressions. Our interagency team boosted posts in real-time from the war room, creating 7.4 million total impressions, with a $.16 cost per engagement, over 75 percent more efficient than Virgin’s 2017 average. We saw an engagement rate of 11 percent, 110 times higher than Virgin’s typical average.
The program also exceeded earned media value goals by almost 100 percent, resulting in an EMV of $2,916,133. Launching with an exclusive on Adweek, the program received over 311 million online impressions in the press across publications like Refinery29, AdAge and Condé Nast Traveler.
110x higher engagement rate than Virgin's benchmark
3mm nearly in earned media value
“Along with our partner, Delta, we’re the first joint venture to offer Wi-Fi across our entire transatlantic fleet. We’re always challenging ourselves to find new ways to surprise and delight our customers. By showcasing our Wi-Fi capabilities with the #LiveFromVirgin comedy festival, we’re offering customers an exciting new way to engage with our experience, whether they are flying with us or following the festival from the ground.”
– Jenna Lloyd, Head of Marketing, Virgin Atlantic, North America