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Case Study 14: Air Asia: Using Social Media to Reach Out to New Customers

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Marketing Cases from Emerging Markets

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.

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References

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Author information

Authors and Affiliations

  1. Department of Marketing and Advertising, Coventry Business School, Coventry University, Priory Street, Coventry, West Midlands, CV1 5FB, UK

    Dilip S. Mutum

  2. University of Malaya, Kuala Lumpur, Malaysia

    Ezlika M. Ghazali

Authors
  1. Dilip S. Mutum
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  2. Ezlika M. Ghazali
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Corresponding author

Correspondence to Dilip S. Mutum .

Editor information

Editors and Affiliations

  1. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Dilip Mutum

  2. Fac. of Business, Environment & Society, Coventry University, Coventry, United Kingdom

    Sanjit Kumar Roy

  3. Dept. of Marketing and Advertising, Coventry Business School, Coventry, Warwickshire, United Kingdom

    Eva Kipnis

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© 2014 Springer-Verlag Berlin Heidelberg

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Mutum, D.S., Ghazali, E.M. (2014). Case Study 14: Air Asia: Using Social Media to Reach Out to New Customers. In: Mutum, D., Roy, S., Kipnis, E. (eds) Marketing Cases from Emerging Markets. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36861-5_19

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