1. The Launch
It all began with one social media post. "We are now accepting applications for a 3 month paid summer job, where you will move to Iceland and travel the world with your best friend. Your mission will be to explore some of WOW Air’s 38 destinations and document your travels to create a complete digital Travel Guide." Then the internet took over.WATCH LAUNCH VIDEO
3. The Results
With 3.3 Billion Impressions on 562 top-tier media outlets, news of the Travel Guide campaign introduced the airline to a huge new worldwide audience.
Social media posts about the Travel Guide campaign were shared over 425,000 times. Most of the action took place away from WOW air's own channels, e.g. the launch video earned 4.1 million impressions on WOW air's own Facebook page, while a single repost by Cosmopolitan pulled in over 15 million impressions.
The airline quickly became a trending topic on YouTube thanks to 425 hrs of user-generated branded content (In the form of over 13,000 video job applications named "WOW air Travel Guide application").