Final Case study

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CASE STUDY
FINAL EXAM
Johanna Mabboux
MBA2A
Course instructor : E.Craig

2. + Digital universe map

3. +
Map of the digital touchpoints

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CAMPAIGN GOALS
• Increase the brand awareness worldwide of the company
• Reach new prospect
• Mesure the campaign’s effectiveness
HOW?
• By surfing on the global phenomenon: SELFIE
• By creating an interactive new social media campaign
• By using the awareness of Messi and Kobe
• By using the famous social media YouTube (More than 1 billion unique
users visit the website each month)

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MESSI VS KOBE
The concept
The NBA star Kobe Bryant and one of the best soccer players Lionel Messi has
been chosen for the new social media campaign of Turkish Airline. With their
smartphone, the two stars send selfies taken around the world (China, Turkey,
Argentina, Maldives ...).
The video, posted on YouTube on December 3 reached almost 137 million views.
The concept of the video "Kobe vs. Messi: The Selfie Shootout "was very popular on
the internet, the campaign based on the trend of" Selfie "quickly became viral. The
success is of course also due to the popularity already established by Kobe Bryant
(17 million fans on Facebook) and Lionel Messi (63 million).
Finally, an important ingredient: a quality video that effectively carries its message -
the company has the highest number of destinations in the world - and involves
images of landscapes and people from around the world.

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Effectiveness of
■ Free and accessible website : large audience
■ YouTube users are engaged and actively looking for information
about brands
■ Users spend more time on YouTube than Facebook
■ Attractive and visual website : capture attention
■ Users like to share what they like : viral website
■ Good way to drive traffic toward the company website

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Effectiveness of the partnership
■ International notoriety of the NBA star Kobe Bryant and one of the
best soccer players Lionel Messi
■ International sponsor

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Business objective accomplished
■ 77 million views in one week on Youtube
■ YouTube Searches x 3
■ Goole searches +16%
■ Buzz on Youtube, blogs, Facebook & Twitter

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How to apply the digital strategy
to an independant hotel?
By doing a partnership with a famous personality
which match with the image of the hotel. The
personality has to become the ambassador of the
independant hotel.
We can then published an original video of the
personality during her stay at the hotel on Youtube,
Facebook. She will have to experiment extrordinary
things at the hotel in order to reach the attention of the
audience.
For an hotel located in front of the see we can also

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Additional mobile steps
With theTurkish Airlines we
can buy tickets, check flight …
the application is really useful
but they should also focus on
social.
They could ad some link
toward social media and
provide informations about the
country that the customer is
going to visit.

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THANK YOU FOR YOUR ATTENTION