Turkish Airlines’ tram full of basketballs
As a nice way of celebrating its sponsorship of Euroleague Basketball, Turkish Airlines got people talking using a tram full of basketballs.
In the run up to the Euroleague Final four being hosted in Milan, the basketball-filled tram travelled through the busy streets of the Italian capital for the Turkish Airlines’ ‘Play The Game’ activation. The campaign offered Milan residents the opportunity to win a free holiday to Istanbul if they could guess how many basketballs were in the tram.
With over 2200 basketballs inside the tram it was no mean feat!
This experiential marketing campaign received an impressive response; over 5,000 eager contestants submitted their guesses on the airline’s website.
After all the guesses had been submitted, Turkish Airlines parked the tram up on one of Milan’s busiest spots - Cathedral Square – and created quite the stir by giving away all of the basketballs to lucky passers-by. And to top it all off, the airline organised a ‘drop-in’ Basketball game for people to partake in or watch.
Campaigns with a competition element are an excellent means of getting people talking about your brand - did you see Tourism Tasmania’s giant game of musical chairs, or what about Jamba Juice’s dance-off on YouTube?
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.