29 March 2014

Emirates' amazing video of football mega stars makes marketing gold

Emirates, the airline, has created a global campaign leveraging football on the back of the World Cup in Brazil this June. "Watch the moment when two football legends meet in the Emirates A380 Onboard Lounge," invites an eDM sent to its customers.

The campaign features a video of football stars Pelé and Cristiano Ronaldo, Emirates' new Global Ambassadors within an Emirates A380 plane, and asks email recipients to share and comment on social media with the #AllTimeGreats hashtag.

Businesses thinking of working with celebrities could borrow from the Emirates campaign. The campaign recipe is one which is likely to go viral. Emirates has managed to have two mega sports celebrities on its turf, playing out a story that weaves past and present realities, potential and luxury, opportunities found and lost, all at the same time. It'll be interesting to see what the #AllTimeGreats discussion is like.