“Twas the night before Christmas and all across the land, the
good folks at WestJet had a miracle planned.”
If you are one of the 34 million people who've viewed WestJet's Christmas Miracle video, you know the rest of the story...and chances are you shared it with others. I marvel at how this Canadian-based airline carrier pulled off a public relations/social media wonder--all for the cost of some new underwear, a large
screen television and an assortment of other gifts for some very lucky
passengers.
On a cold December day, Santa came to life onscreen at two boarding gates in Calgary and Hamilton, Canada. As Santa asked passengers what they wanted for Christmas, employees behind the screen captured the information. While the planes were in flight, WestJet employees in the destination cities stepped into high gear, scurrying from store to store to buy and wrap the requested items. When passengers disembarked four hours later, they were stunned to see their wish list items rolling along the baggage carousels.
On a cold December day, Santa came to life onscreen at two boarding gates in Calgary and Hamilton, Canada. As Santa asked passengers what they wanted for Christmas, employees behind the screen captured the information. While the planes were in flight, WestJet employees in the destination cities stepped into high gear, scurrying from store to store to buy and wrap the requested items. When passengers disembarked four hours later, they were stunned to see their wish list items rolling along the baggage carousels.
WestJet recorded all of this and posted a neatly finished film on YouTube, all at a fraction of the six-figure cost of producing a traditional
advertisement. Then they let the magic of sharing begin. News outlets around the world picked up on this feel-good holiday story, giving WestJet attention and credibility that money can’t buy. The video was also shared by hundreds of thousands of people via personal Facebook and Twitter posts, pushing YouTube views into the tens of millions.
The genius behind the airline’s incredibly effective strategy
was brilliantly simple. It appealed to our emotions. According to neuroscience expert Antonio Damasio, we are not thinking machines that feel; we
are feeling machines that think. While
Damasio’s specialty is the chemistry of the brain, his theory is worth noting when creating content for the purpose of sharing.
I took away two important reminders from watching the
airline’s strategy unfold:
1. Whether you’re selling airline tickets or
recruiting new members, factual content gets your target markets thinking; but content that includes an emotional appeal
is what gets shared, remembered and acted upon.
2. When Santa asks you what you want,
it’s best to think big. While I'm sure the WestJet passenger who requested new
underwear and socks was pleasantly surprised by Santa's delivery, the family that asked for a new
television was thrilled that their wish had come true. Then again, I think WestJet was the biggest winner in this Christmas Miracle.
