Shared on the airline’s Facebook and Twitter page, the “New SIA Experience” social campaign invited users to solve a puzzle by finding the correct image on a new Instagram profile @newsiaexperience.
If they guessed correctly, users received more information about the launch and were directed to another stage of the puzzle, via a tag on the image. The final image revealed the full picture of the new release ahead of its official announcement today.
The Instagram puzzle is the first phase of a multi-month campaign that will see a digitally led product rollout.
Something’s bubbling at #SingaporeAirlines and you’ll want to celebrate with us - watch this space! https://t.co/0NWfnodcR4
— Singapore Airlines (@SingaporeAir) February 2, 2015
Shortly before unveiling the puzzle, the airline posted a 15-second video on its social channels teasing fans that “something’s bubbling at #SingaporeAirlines”.
Singapore Airlines appointed digital agency Dentsu Möbius in December 2013 to boost the carrier’s global presence on social media. The “New SIA Experience” campaign follows another recent social-media initiative that launched in January, asking fans to share their New Year’s travel resolutions.
The company offically unveiled the new premium-economy offering late this morning:
Take off to new levels of comfort with the all-new #SingaporeAirlines #PremiumEconomy Class: http://t.co/FeUbcttAog https://t.co/AB28mq3aYA
— Singapore Airlines (@SingaporeAir) February 3, 2015
Latest official figures from Instagram
• 300 million monthly actives
• 30 billion photos shared since the plaform launched
• 2.5 billion likes daily
• 70 million average photos shared everyday
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