Turkish Airlines was – especially to Americans – a carrier that provided flights to and from Istanbul only. To break this perception, Turkish Airlines' target was to highlight it's other destinations.
We operated with the agency M&C Saatchi Istanbul and created real-time #superbowl questions by using Twitter’s Conversational Video Ad tool. The answer options were named after some of THY’s destinations like Cape Town, İstanbul, Dubai, Houston, Delhi, Prague, Rome, and Kiev. Users were motivated to tweet with 19 different questions and afterward were redirected to our microsite (itstimetoguest.com). Twenty people who gave a correct answer and completed a form on the microsite won a business ticket.
During #superbowl, we organically made the US Trend Topic List. 27,775 users created Conversational Cards, and 25% of these people visited the microsite. 9% of the visitors completed the form.
The campaign generated 49% more 'earned' media than anticipated.
We are very proud to announce that Rawcut was awarded 2nd prize in the Social Media category for the Turkish Airlines Superbowl Real-Time Project.