BRING IT TO LIFE:VIDEO CASE - PRINTOUT

WESTJET CHRISTMAS MIRACLE: 12,000 MINI MIRACLES

The WestJet Christmas Miracle campaign began in 2012 with a surprise flash mob in the Calgary Airport.This was followed in 2013 with the ground-breaking Christmas Miracle event that had WestJet employees delivering Christmas cheer (and gifts) to 250 WestJet passengers.The video was posted and exceeded 13 million views in more than 200 countries.Its success made the news across North America as well as, Europe and Asia.

Fast forward three years and WestJet has evolved its Christmas Miracle campaign to extend its reach by challenging 12,000 WestJet employees to perform miracles across the country and submit their videos via social media. All of these "random acts of kindness" were to take place on December 9.

WestJetters accepted the challenge and on December 9, photos and videos were submitted documenting these "mini miracles" using the hashtag #WestJetChristmas. The social media campaign was strengthened by a public relations campaign, teaser videos, e-mail, and corporate partnerships. The campaign was reliant upon user-generated content for its success.

What were the results?

31,793 "mini miracle" moments were submitted

Earned media from 2,359 outlets

Earned media audience of 1.8 billion viewers

126.5 million Twitter impressions

10.15 million Facebook impressions

5.5 million video views

21,504 shares

96% positive sentiment value

Sources:Strategy Online (2016) WestJet - WestJet Christmas Miracle:12,000 mini miracles.Available athttps://promoawards.strategyonline.ca/Winners/Winner/2016/?w=westjet-christmasmiracle;

Bender A (2013) The Real 'Christmas Miracle' of WestJet's Viral Video:Millions in Free Advertising. Dec 12, 2013. Forbes.Available athttps://www.forbes.com/sites/andrewbender/2013/12/12/the-real-christmas-miracle-of-westjets-viral-video-millions-in-free-advertising/#2f09b09522be

Video:http://canmedia.mheducation.ca/college/olcsupport/kerin/5ce/videos/VidPlayer.php?vid=Kerin5ce_Ch13_WestJet_12000_Mini_Miracles_Case_Study

This video reviews the Christmas Miracle campaign initiated by WestJet.Please answer the following questions once you have watched the video and read the case:

1.Navigate to the WestJet Christmas Miracle page on their website athttps://www.westjet.com/en-ca/about-us/story/christmas-miracle.What other initiatives has WestJet undertaken under the Christmas Miracle ba

2. Do you believe that the Christmas Miracle campaign will have an impact on the purchasing behaviour of customers?Why or why not?

Using the Moodle Online text tool copy each question and answer the question after you copied it.Try to use sources from the internet to strengthen your answer. You should try to use 2-3 sent. per answer.