Celebrate easyJet's 20th birthday in a way that encouraged people to reminisce about positive brand experiences while also looking forward to future travel.
We came up with the hashtag #TimeFlies, based off a line on the TVC ("How 20 Years Has Flown"). The hashtag allowed us to celebrate the past while thinking about the future in one fell swoop.
We used this hashtag to invite customers on social to tell their own travel stories by sharng their favourite European holiday snaps from the last 20 years. They could do so on Twitter or Instagram using #TimeFlies or they could enter directly via a dedicated microsite (20years.easyjet.com), which was translated into 8 languages across 7 markets. We even created a dedicated staff microsite to ensure they got involved, too.
Our incentive was simple – share your memory for the chance to win flights or even have your photo appear on our 20th Birthday Plane.
We exceeded our primary KPI by a whopping 980%, reaching 108,000 entries in the five weeks the campaign was live, with 5000 entries in the first day alone. Entries came in from over 7 countries across Europe, including over 2.5k entries from countries where our ads weren’t being prominently displayed plus over 1,099 entries from their staff across the network.
In addition to this we saw that interactions with our content per 1K fans were approximately 4x higher than usual.
Photos from our #TimeFlies campaign appeared across easyJet social feeds, with our winners being featured on a weekly basis on Facebook, Twitter, and Instagram. User submissions also appeared in our In-Flight magazine ‘Traveller’ which is read by over 68 million passengers per year and will go on to be used on the easyJet website, emails, digital media and social channels all year. Our hashtag appeared on bus-sides and billboards across our key European markets. And of course, over 108,000 photos appeared on our 20th Birthday plane, which was unveiled to 100’s of media and guests at the birthday event in Luton on 10th November through Vine, Periscope, Twitter, Instagram and Facebook, resulting in memories literally flying through the air.