Case study 14: Air Asia: using social media to reach out to new customers

Dilip S. Mutum; Ezlika M. Ghazali

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

Case study 14: Air Asia: using social media to reach out to new customers

Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Research › peer-review

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.

Original language	English
Title of host publication	Marketing Cases from Emerging Markets
Editors	Dilip S. Mutum, Sanjit Kumar Roy, Eva Kipnis
Place of Publication	Berlin Germany
Publisher	Springer
Pages	143-147
Number of pages	5
Edition	1st
ISBN (Electronic)	9783642368615
ISBN (Print)	3642368603, 9783642368608
DOIs	https://doi.org/10.1007/978-3-642-36861-5_19
Publication status	Published - 2014
Externally published	Yes

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

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Case study 14: Air Asia: using social media to reach out to new customers

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