Travelocity – A Social Listening Case Study

Travelocity-Branding

 

So much of marketing depends on knowing your audience. One way to demonstrate this is through social listening.

You profile your ideal customer, listen to their wants and needs, understand where they are – be it in the physical world or online – and then aim to cater to their desires, hopes and dreams by appearing in those same places.

Affinity begets loyalty.

Social Listening

While it’s cliché, but one of the biggest outcomes of the social media era is that it’s allowed brands of all stripes to listen to their customers in ways that were impossible just a few years ago.

The best, most sophisticated brands, do so – spending most of their time on social media listening and responding to their customers – rather than simply broadcasting.

It’s all too easy to forget the “social” aspect of “social media.”

Travelocity

Today I want to call out a brand that made a particularly masterful media play today – the first day of college football season.
That’s Travelocity.

Here’s their commercial, “Café.”

 

While the “Athens, Greece” vs. “Athens, Georgia” mix-up is clever in and of itself, the brilliance came in the execution:

UGA

I first saw this ad today, during the first day of college football, during the UGA-UNC game.

Why is this significant? Athens, Georgia is perhaps best known for being home to the University of Georgia (UGA), home to the Georgia Bulldogs football team.

Having several UGA alums among my friends, I know how passionate Dawgs are about their team. Note, for instance, their adorable mascot, Uga.

UGA

How popular is UGA football?

  • More than 96,000 people were posting about it on Facebook yesterday.
  • Another 86,000 were posting specifically using #UGAvsUNC.

Travelocity’s ad is not new – it premiered four months ago. But by ensuring it was playing during the opening day of college football, when tens of thousands of UGA alums might actually prefer to be in Athens, GA rather than Athens, Greece, the online travel agency showed they were listening to a legion of fans.

That’s a solid marketing win.

 

2 Comments on "Travelocity – A Social Listening Case Study"

  1. Peter Morscheck | October 27, 2016 at 12:37 pm | Reply

    Appreciated, Gloria! Thanks for reading.

  2. Nice case study, Peter! 🙂 If you’re looking for more I would recommend you a really nice blog about social listening provided by Brand24 http://blog.brand24.com/
    Great source of tips&tricks, case studies, ideas, and analyses.

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