How does a 85-year-old company relate to the social media crowd while maintaining the integrity of the brand? The answer: Make ’em smile! In 2013, Delta Air Lines leveraged a simple, witty and brand-appropriate approach to its social content on Twitter. By integrating pop culture moments into its messaging, Delta Air Lines was able to grow its Twitter follower count by nearly 50%. This increase connected the dots by having a brand voice that entertained Delta’s audience, while maintaining the company’s marketing message and commitment to customer service. Delta Air Lines used Twitter as a platform to demonstrate how brands can be both customer oriented and clever – by huddling the team together for real-time content creation during cultural moments in time, such as The VMAs, or by tracking what’s trending via social listening tools. The Twitter audience related to Delta Air Lines just as they would relate to the person sitting next to them on a plane. On Twitter, where ‘Content is King,’ Delta pushed the boundaries to show that it is possible for a large airline to not just be informational but also have a great sense of humor.
In 2013, Delta delivered content that captured the community and caught the media’s attention:
Delta’s homage to the Sir Mix-A-Lot classic led to coverage on The Huffington Post and the artist himself RTed the Tweet (the ultimate honor). This content even generated speculation that the @Delta account had been hacked!
A pop culture and historical moment that Delta couldn’t miss out on! The airline took a fun and timely approach on the new Prince of Cambridge. This post generated media coverage by Mashable, AdAge and ABC News.
Delta was able to “fool” a few people that their supposed double arm rests were a reality. The Today Show featured it on their April Fool’s round-up.
Who better to inspire a makeover than Lady Gaga? This post resembling the artist was posted in real time during Lady Gaga’s VMAs performance and generated over 1,300 RTs.
Delta tapped into their inner-geek with this Star Wars themed image.
Delta tapped into a popular Easter candy icon as a unique way to wish their community a happy holiday
The @Delta 2013 Twitter content generated over 60 million online/earned media impressions.
Time Magazine just named @Delta as the #10 Sassiest Brand on Twitter: http://newsfeed.time.com/2014/02/07/sassiest-brands-on-twitter-ranked/slide/delta/
Judd Hooks , Manager, Social Media & Brand Partnerships (Delta)
Laura McGill , Content Manager (Delta)
Tisa Sinclair , Community Manager (Delta)
Paige Johnson , Director, Social Media & Marketing (Razorfish)
Megan Mason , Senior Social Strategist (Razorfish)
Lance Hammond , Senior Project Manager (Razorfish)
Martha Dixon , Copywriter (Razorfish)
Tim Turnquist , Copywriter (Razorfish)
Grace Yu , Copywriter (Razorfish)
Jennifer Howard , Graphic Designer (Razorfish)
Alison Glancz , Project Manager (Razorfish)