Turkish Airlines was – especially for Americans – an airline company providing only flights to and from Istanbul. To break this perception Turkish Airline’s target was showing its other destinations.
We operated with the agency M&C Saatchi Istanbul and created real time #superbowl questions by using Twitter’s Conversational Video Ad tool. The answer options were named as some of THY’s destionations like "Capetown, İstanbul, Dubai, Houston, Delhi, Prague, Rome, Kiev". Users were motivated to tweeting with 19 different questions and afterwards redirected to our microsite (itstimetoguest.com). 20 people who gave a right answer and completed the form on the microsite won a business ticket.
While #superbowl we organically got in the US Trend Topic List. 27.775 users created Conversational Cards and 25% of these people visited the microsite. 9% of the visitors completed the form.
The campaign generated earned media 49% more than anticipated.