Emirates airline joined Twitter as @Emirates on March 26th 2014. They worked with a strong exposure plan relying on welcome tweets from partnership clubs like AC Milan, Arsenal and Hamburger SV and a consistent approach to fan interaction.
The account amassed 40K followers in 10 days, and to a verified account, but the big bang was the release of the #AllTimeGreats advert using their recent Global Ambassadors Pelé and Cristiano Ronaldo.
The publicity is already at 1M views since its release on March 28th and was complimented by a great social strategy. Using the hash tag #AllTimeGreats, Emirates first posted a series of teaser images on Twitter hinting that something big was coming.Once the video was launched, the same hash tag was then added in the end slide.
The YouTube link was also tweeted by recognized sports names with Emirates sponsorship among which Cristiano Ronaldo, Pelé, AC Milan, Real Madrid, Arsenal as well as relevant local accounts like Dubai Media Office.
The airline’s presence on Twitter with the #AllTimeGreats promotion comes right in time for the FIFA World Cup 2014 to which Emirates is the Official Worldwide Partner.
Rewind two years back to 2012, Turkish airlines had also called on brand ambassadors Kobe Bryant and Messi for their “Legends on Board” advert but the social leg to the campaign was not as strong.