Case Study 14: Air Asia: Using Social Media to Reach Out to New Customers

Dilip S. Mutum () and Ezlika M. Ghazali
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Dilip S. Mutum: Coventry Business School, Coventry University
Ezlika M. Ghazali: University of Malaya

A chapter in Marketing Cases from Emerging Markets, 2014, pp 143-147 from Springer

Abstract: Abstract With the tag line “Now everybody can fly” AirAsia has revolutionised air travel in the Asian region by offering incredibly low fares and innovative marketing techniques. The airline is one of the most innovative companies in the World, which has successfully deployed and expanded on the latest marketing/promotion practices. From August to December 2010, the airline ran their ‘Real People, Real Stories’ campaign where customers were encouraged to share their experiences on social media for a chance to win free tickets.

Keywords: Social Medium; Short Messaging Service; Customer Relationship Management; Real People; Mobile Phone User (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36861-5_19

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DOI: 10.1007/978-3-642-36861-5_19

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