American Airlines is launching a campaign on Facebook to promote its new fare-finding application, which allows users to search for low fares. The app is currently in beta and nameless, which is why the campaign is a “name drive” that calls users to submit names for the app. Those who submit names will be entered to win 25,000 American Airlines AAdvantage miles.
Here’s how it works:
1. First, install American Airlines’s Travel Bag app.
2. Experiment with the fare-finding feature: searching for a trip from San Francisco to Beijing returns the low fare result below: $3,804. When you click “View Details,” you’re taken to a pop out window where you can book a ticket at AA.com, or share the app with your friends.
3. Optionally, you can post a link on your Facebook profile.
4. Finally, submit your name here.
The airline industry has been talking to its customers on Facebook, and American Airlines’s new fare-finding app will be an interesting case study on how users share their flight booking information. Will consumers find it more convenient to book their travels without leaving Facebook? What’s the likelihood of them sharing low fares that they find via a Wall Post?
We’ve seen the popularity of travel apps like Cities I’ve Visited and Kidnap! Both of these apps have already built a user base of people who are interested in travel and, more importantly, interested in the social component of it. Another smart move may be to partner with already existing travel apps, finding ways of seamlessly integrating your airline’s brand in the context of a map (Cities I’ve Visited) or a game (Kidnap!)
- The Facebook Marketing Bible
- The Facebook Marketing Bible: Agency & Brand Edition
- Best & Worst Facebook Marketing 2009