Nikki Wicks
Feb 3, 2015

Singapore Airlines gets playful on Instagram for new product launch

SINGAPORE - Singapore Airlines posed an Instagram-based puzzle to engage users and tease today's launch of its new premium-economy offering.

Singapore Airlines Instagram puzzle
Singapore Airlines Instagram puzzle

Shared on the airline’s Facebook and Twitter page, the “New SIA Experience” social campaign invited users to solve a puzzle by finding the correct image on a new Instagram profile @newsiaexperience.

If they guessed correctly, users received more information about the launch and were directed to another stage of the puzzle, via a tag on the image. The final image revealed the full picture of the new release ahead of its official announcement today.

The Instagram puzzle is the first phase of a multi-month campaign that will see a digitally led product rollout.

Shortly before unveiling the puzzle, the airline posted a 15-second video on its social channels teasing fans that “something’s bubbling at #SingaporeAirlines”.

Singapore Airlines appointed digital agency Dentsu Möbius in December 2013 to boost the carrier’s global presence on social media. The “New SIA Experience” campaign follows another recent social-media initiative that launched in January, asking fans to share their New Year’s travel resolutions.

The company offically unveiled the new premium-economy offering late this morning:


Latest official figures from Instagram

• 300 million monthly actives
• 30 billion photos shared since the plaform launched
• 2.5 billion likes daily
• 70 million average photos shared everyday

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