WestJet’s Mini Miracles Set Social Media Ablaze
Catching a flight during the holiday season is rarely an experience worth writing home about. Unless you happen to be flying with Canadian airline WestJet, which changed the game forever in 2013 with the trend-setting viral masterpiece Christmas Miracle. In this, its third iteration of the program in 2015, the brand enlisted the help of employees to execute 12,000 mini-miracles in 24 hours as a way to reinforce its corporate culture of caring, and reignite the equity it created during the holiday season. The result was yet another buzz-busting achievement, with more than $2.6 million in earned media value and 5.5 million video views.
The campaign kicked off Santa’s Workshop-style with dossiers for all 12,000 of WestJet’s employees that included a Blue Santa hat and instructions on how to perform miracles (i.e. random acts of kindness). On Dec. 9, WestJet unleashed its workforce on their local communities and launched its first-ever Mini-Miracle Day. As WestJetters set out to brighten consumers’ days with every kind of perk, from a free tank of gas for a stranger to surprise snacks for local firefighters, they captured all the action with photos and videos, tagging it all to #WestJetChristmas. WestJet volunteers at a Command Center in Calgary tracked the action in real time as miracles were being posted from London to Hawaii and all points in between. Select Miracles were showcased in real time on the WestJet blog throughout the event, along with 10 feature stories.
Meanwhile, the brand’s spokes-Santa “Blue Santa” hosted a 24-hour media blitz across Canada, performing mini miracles of his own and doing dozens of media interviews via phone, Skype and Periscope. WestJet offered select media a behind-the-scenes look by inviting them to join Blue Santa on a chartered plane. In just 24 hours, the tour garnered attention from nearly 2,400 different media outlets in 214 countries and amassed 127 million Twitter impressions and over 10 million more impressions on Facebook. Merry Christmas!
Also activating during the 24-hour program were street teams in 13 markets followed by camera crews ready to capture key footage. Promoted posts on Facebook, Twitter, Periscope and the WestJet blog helped drive amplified reach. And yet another team of WestJetters surprised local radio hosts with personalized gifts they had mentioned were on their wish lists in the weeks prior to the event.
By the time all of the miracles had been logged, the campaign had delivered more than 31,000 mini miracles. But that’s not all, folks. One week after the event, WestJet launched its recap video on its YouTube page, creating a second wave of social media excitement that generated 300,000 shares and those sweet 5.5 million video views. Perhaps merriest of all was the 96-percent positive sentiment rating—proof that paying it forward really does pay.