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