Who would have thought that the release of a regulation safety video would become a media event and make compulsive viewing? The new video, An Unexpected Briefing, will probably become Air New Zealand's most popular yet, but it has stiff competition.
Mile-high madness with Richard Simmons! was released by Air New Zealand earlier this year and has so far amassed 2.6 million views on YouTube. The popular Bare Essentials Of Safety was released in 2009 and is the most popular with a tad under 7 million views.
I see that Air New Zealand has now using the tagline “Official Airline of Middle Earth” and is closely tag-teaming Tourism New Zealand's total brand immersion in the Hobbit movie franchise.
With the last of the Hobbit movie trilogy due to be released in 2014, I wonder what sort of lifespan an advertiser can place on co-branding with a fantasy-adventure film series?
I also wonder what sort of return is Air New Zealand getting from being the most high-profile, innovative Kiwi company in the social media space?