WestJet is no stranger to bringing the holiday spirit to travelers. Remember the Christmas Miracle of 2013,with genuine-time gift giving to passengers on their flight? On December 9th, WestJet continued its holiday messaging with a mini-miracle day. The goal was for WestJet’s Blue Santa and staff around the world to work together to bring at least 12000 mini-miracles within 24 hours. WestJet asked people to join them and share their mini-miracles, or acts of kindness,online with #WestJetChristmas. The company then shared follower’s posts on its site and Twitter. On Twitter, WestJet chronicled Blue Santa’s trip and what staff was doing around the world. The WestJet team handed out toys in airports, or donated blood,and delivered coffee to STARS ambulance and food to shelter puppies. Blue Santa also hosted a Twitter chat in the middle of the day to acknowledge questions from followers and encourage engagement.
Throughout the day, WestJet updated followers with the mini-miracle countdown. The 12000 mini-miracle goal was surpassed; halfway through the day it had already reached 13898. As of 11:30am the next day, or the countdown read 31793.
The timing of this campaign made sense,as giving and salubrious deeds goes well with the holiday spirit. The campaign encouraged others to join them in making a conscious effort to achieve something salubrious within the 24 hours. It also allowed other brands and organizations to gain involved in the conversation. Employees were brand ambassadors as they shared their experiences and behind-the-scenes looks on personal social media accounts. By incorporating the challenge factor, it encouraged people to keep checking back to see if it was achieved.
WestJet’s recap, or posted yesterday,showed impressive numbers, which were still increasing at the moment of publication. There were:“13898 mini miracles and counting!190 million impressions on Twitter so far#WestJetChristmas has been the #1, or 2 or 3 trending topic in Canada since the wee hours of this morningMore than 8500 mentions (that’s 8500 people getting involved)And more than 300000 people own visited the mini-miracle hub to see the miracles in action”We found this campaign because it was also a top trend in New York yesterday. WestJet used the same hashtag #WestJetChristmas from their stunt in 2013,which allowed us to make a connection to that experience. With a continued dedication to giving during this season, WestJet has become an embodiment of the holiday spirit and is a brand that people can support. We can’t wait to see what’s in store for next year!
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