{"id":121565,"date":"2019-03-13T15:32:05","date_gmt":"2019-03-13T14:32:05","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=121565"},"modified":"2019-03-13T18:17:51","modified_gmt":"2019-03-13T17:17:51","slug":"qantas-and-oceania-express-how-the-human-touch-helps-brand-fly-high-on-twitter","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/qantas-and-oceania-express-how-the-human-touch-helps-brand-fly-high-on-twitter\/","title":{"rendered":"Qantas and Oceania Express: how the human touch helps brand fly high on Twitter"},"content":{"rendered":"<p><strong>If you\u2019re up on brand engagement or extremely-ambitious children building businesses on social media, you\u2019ll have seen Alex Jacquot\u2019s successful schmoozing of Qantas boss Alan Joyce this week. Alex, the Sydney-based 10-year-old \u2018CEO\u2019 of \u2018start-up airline\u2019 Oceania Express, got in touch with Alan, the 52-year-old CEO of Qantas, for advice on providing a quality service for his customers. Because funnily enough, both Alex and Alan\u2019s airlines are planning similar Australia-to-London flights at the moment.<\/strong><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\">Our competitors don&#8217;t normally ask us for advice, but when an airline leader reached out, we couldn&#8217;t ignore it.<br \/>\nNaturally, there was only one way to respond: CEO to CEO. <a href=\"https:\/\/t.co\/JTFpzn5a6Y\">pic.twitter.com\/JTFpzn5a6Y<\/a><\/p>\n<p>\u2014 Qantas (@Qantas) <a href=\"https:\/\/twitter.com\/Qantas\/status\/1104924677175169026?ref_src=twsrc%5Etfw\">11 March 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Alex asked: \u2018I\u2019m thinking about, as you are, about an A350 for Sydney\/Melbourne to London flights. Seeing as it is a 25-hour flight, we are having a lot of trouble thinking about sleep. Do you have any advice?\u2019<\/p>\n<p>Alan\u2019s response: \u2018\u2026to your troubles thinking about sleep on 21-hour flights. This is something we are grappling with too, as we embark on Project Sunrise (which is our plan for flying passengers non-stop between the east coast of Australia and London).\u2019<\/p>\n<p>Cynics may suggest this was a meticulously planned attempt to get publicity for Project Sunrise, but that wouldn\u2019t change the outcome. To media outlets covering the viral tweet, it\u2019s \u2018heart-warming\u2019 and \u2018cute\u2019, and a story worth publishing.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\">Seeing it posted on social media does make this more of a marketing exercise, but can\u2019t fault it if the end result is inspiring entrepreneurs of any age. Well done Qantas.<\/p>\n<p>\u2014 Jason Bowman (@freakdesign) <a href=\"https:\/\/twitter.com\/freakdesign\/status\/1104941831844880385?ref_src=twsrc%5Etfw\">11 March 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Just as most of us would prefer human aircrew flying from Melbourne to London instead of the automatic pilot from \u2018Airplane\u2019, humanity is what works for brand engagement rather than robotic automated approaches.<\/p>\n<p>Using the human touch to achieve Twitter success is nothing new \u2013 here are six examples of brands flying high you may have missed:<\/p>\n<p><span style=\"font-size: 20px;\"><strong>1. Wendy\u2019s grapples with wrestling fans<\/strong> <\/span><br \/>\nThe brand <a href=\"https:\/\/twitter.com\/carterjwm\/status\/849813577770778624\" target=\"_blank\" rel=\"noopener\">that helped Carter get his nuggs<\/a> is well-known in social media circles for its sass and witty replies \u2013 even interacting with fans of things other than chicken. Wrestling fans, for example, can always depend on the Wendy\u2019s account (and whichever WWE fans are running it) <a href=\"https:\/\/www.cagesideseats.com\/wwe\/2015\/11\/5\/9678602\/wendys-twitter-is-obsessed-with-wrestling\" target=\"_blank\" rel=\"noopener\">to give thoughts on upcoming bouts<\/a> and reply with popular catchphrases.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/thejasonkeisler?ref_src=twsrc%5Etfw\">@thejasonkeisler<\/a> IT DOESN&#8217;T MATTER WHO THE OTHER ENTRANTS ARE!<\/p>\n<p>\u2014 Wendy&#8217;s (@Wendys) <a href=\"https:\/\/twitter.com\/Wendys\/status\/662400607236595712?ref_src=twsrc%5Etfw\">5 November 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>To those who don\u2019t watch this stuff, it seems niche. But to fans, it inspires loyalty to a fast-food brand, which happens to be a perfect accompaniment to pay-per-view watching.<\/p>\n<p><span style=\"font-size: 20px;\"><strong>2. Merriam-Webster uses words good<\/strong><\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/hashtag\/Dotard?src=hash&amp;ref_src=twsrc%5Etfw\">#Dotard<\/a> means <a href=\"https:\/\/twitter.com\/hashtag\/Covfefe?src=hash&amp;ref_src=twsrc%5Etfw\">#Covfefe<\/a><\/p>\n<p>\u2014 Nima Akbarpour \u0646\u06cc\u0645\u0627 (@nima) <a href=\"https:\/\/twitter.com\/nima\/status\/911092867803709440?ref_src=twsrc%5Etfw\">22 September 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Dryly tweeting long words people can use in their next Scrabble game is one way to use Twitter if you\u2019re a dictionary account. Another is to react to the same things your followers are tweeting about, with added commentary. Merriam-Webster has been helpfully <a href=\"https:\/\/twitter.com\/MerriamWebster\/status\/824026625373306884\" target=\"_blank\" rel=\"noopener\">explaining some of the new phrases that have come out of the Whitehouse<\/a> since 45 moved in, which is very Covfefe, as well as smart PR.<\/p>\n<p><span style=\"font-size: 20px;\"><strong>3. DiGiorno brings us back to dough<\/strong><\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\">DOUGH a crust an unbaked crust<br \/>\nRAY, a guy that likes pizza<br \/>\nME a pizza liked by a guy named ray<br \/>\nFAH no idea what fah is<br \/>\nSO so<br \/>\nLA a city<br \/>\nT tee<\/p>\n<p>\u2014 DiGiorno (@DiGiorno) <a href=\"https:\/\/twitter.com\/DiGiorno\/status\/408772502219788288?ref_src=twsrc%5Etfw\">6 December 2013<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Making use of popular hashtags is another tried and tested approach for quick engagement, and live-tweeting Maria\u2019s escape from the Nuns and Nazis in \u2018The Sound of Music\u2019 is always popular. DiGiorno, the US-based pizza brand, got some tasty returns on their participation during NBC\u2019s live production of the musical in 2013, earning <a href=\"https:\/\/shortyawards.com\/6th\/digiorno-the-sound-of-music-live\" target=\"_blank\" rel=\"noopener\">4,000 extra followers and 65 million media impressions after write-ups in outlets including USA Today, Buzzfeed and Mashable<\/a>.<\/p>\n<p><strong><span style=\"font-size: 20px;\">4. Fiat drives their followers away in Germany<\/span><br \/>\n<\/strong>Back in 2013, the Fiat 500 Abarth was just \u2018too fast to follow\u2019. So fast, in fact, that Twitter users were swiftly <a href=\"https:\/\/www.businessinsider.com\/fiats-new-twitter-account-which-blocks-you-from-following-it-is-genius-2013-6?r=US&amp;IR=T\" target=\"_blank\" rel=\"noopener\">blocked from following its social media account in Germany<\/a>. Rushing to see if you\u2019ll be left out can be just as powerful a force as fear of missing out \u2013 a tactic also used by the <a href=\"https:\/\/www.theverge.com\/2018\/7\/10\/17548768\/thanos-subreddit-bans-half-community-marvel\" target=\"_blank\" rel=\"noopener\">Thanos subreddit that banned half of its community last year<\/a>. Individual bans: turns out lots of people quite like it.<\/p>\n<p><span style=\"font-size: 20px;\"><strong>5. The Philadelphia Flyers\u2019 social media team hits it out of the park<\/strong><\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/steveyeun?ref_src=twsrc%5Etfw\">@steveyeun<\/a> Let\u2019s go Lucille<\/p>\n<p>\u2014 Philadelphia Flyers (@NHLFlyers) <a href=\"https:\/\/twitter.com\/NHLFlyers\/status\/717777521509580800?ref_src=twsrc%5Etfw\">April 6, 2016<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>If you watch \u2018The Walking Dead\u2019, or read the comics, you\u2019ll know why this Philadelphia Flyers tweet got so much attention. If you don\u2019t [SPOILERS] \u2013 actor Steven Yeun tweeted support for the Detroit Red Wings, which the Flyers (the rival team) didn\u2019t take too kindly to\u2026 so they tweeted support for Lucille, the baseball bat that\u2019s used to kill Yeun\u2019s character in The Walking Dead TV series. Ouch. It\u2019s nasty, and petty, and got retweets from Dead watchers, and follow-up articles on sports and entertainment websites. Which didn\u2019t hurt the Philadelphia Flyers brand at all.<\/p>\n<p><span style=\"font-size: 20px;\"><strong>6. Twitter gets &#8216;excited\u2019 for a Meghan Trainor press release [Mildly explicit]<\/strong><\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">The PR email for Meghan Trainor\u2019s new album is absolutely insane <a href=\"https:\/\/t.co\/2yULHkSJIl\">pic.twitter.com\/2yULHkSJIl<\/a><\/p>\n<p>\u2014 Katie (@WizzKhaleesi) <a href=\"https:\/\/twitter.com\/WizzKhaleesi\/status\/1096565684694368256?ref_src=twsrc%5Etfw\">February 16, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>And now to the uniquely human trait of hubris. This is a hard thing to pull off, but when it works, it goes viral quickly. This press release for pop star Meghan Trainor\u2019s upcoming single release was considered to be so overwritten and overambitious, it had to be shared with the world. A lot. Not every product can be publicised with phrasing like \u2018smashing bae\u2019s junk to smithereens\u2019 but in this instance, it worked, and became one of the most successful press releases of recent times \u2013 achieving huge coverage for \u2018All the Ways\u2019.<\/p>\n<p><strong>If something\u2019s embarrassing, novel, or features a cute kid who wrote someone a cute letter, it\u2019s got a good chance of getting your brand some attention, particularly from all the humans out there who\u2019ve got access to a retweet button.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Top brands fly high on Twitter with the human touch with the latest example from Alex, the Sydney-based 10-year-old \u2018CEO\u2019 of \u2018start-up airline\u2019 Oceania Express, who got in touch with Alan, the 52-year-old CEO of Qantas, for advice on providing a quality service for his customers. <\/p>\n","protected":false},"author":423,"featured_media":121566,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/121565"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=121565"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/121565\/revisions"}],"predecessor-version":[{"id":121574,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/121565\/revisions\/121574"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/121566"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=121565"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=121565"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=121565"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}