How does an airline become the third most discussed airline on social media in the UK when it only has 14 planes? bmibaby used Twitter, Instagram, and conventional PR to inspire a generation of travellers

1. THE BMI PINTEREST LOTTERY
bmi’s final social media campaign

2. ABOUT ME - about.me/dirktherabbit

3. WHAT DOES THIS CAMPAIGN SHOW?
How social media can be agile, flexible, effective, creative

4. THE BACK-STORY

5. WHAT THE POTENTIAL SALE RULED OUT
MOST PROACTIVE PR, ON SITE CONTENT

6. THE BMI SPRING SALE

7. OUR SOLUTION
Focus on the destinations

8. EARLY 2012
The network everyone was talking about

9. HOW PINTEREST USED TO LOOK
(it reminded us a bit like a bingo / game board)

10. THE BMI PINTEREST LOTTERY
The first game of chance on Pinterest

11. 1 - Go to the destination 2 - Re-pin them to your 3 - Every week a winning
boards pick up to six own boards number was chosen
‘numbers’
HOW IT WORKED

12. BUT - WE ALSO WANTED TO PROMOTE
DESTINATION CONTENT
The bmi social planet (Tumblr)

13. THE BMI EDIT CHALLENGE

14. Results
• 3000 entries (images re-pinned)
reaching c. 360k users on Pinterest
alone
• Online PR value - picked up by 50
publications / websites
• Half a million social media impressions
on Twitter
• 1000+ edits on Instagram, each of
which reached 400k+ Instagram users
• Instagram followers increased 5x to
1500, making it the 10th most
followed airline worldwide (May 2012)
• The cost - c. 20 return flights

15. Thank you for listening!
There’s more - http://rab.bt/bmipinterest