Cebu Pacific has become well known for its ‘piso fares’ in which they offer hundreds of thousands of seats to local and international destinations for a base rate of just P1. The airline has been offering these promo fares for several years now and has inspired other airlines such as AirAsia and SEAir to offer similar promotional fares.
Lately, however, the airline has successfully been using Twitter to promote its P1 fares, with its most recent, the P1 Juan You Love seat sale, going viral on the twittersphere. It should be noted that the Philippines is recognized as one of the countries enjoying the highest Twitter penetration, with an overall worldwide ranking of 10, as the country’s 9.5 million Twitter users represent nearly 2% of the total 517 million global Twitter users.
Cebu Pacific’s successful use of Twitter as a promotional tool was highlighted last year, when it announced that it was now the world’s second most tweeted airline. According to the Airlines Monthly Twitter Report produced by Eezeer Data Labs, Cebu Pacific (twitter handle @cebupacific) received some 12,000 public tweets in August 2011, making it second only to US-based Delta, which had 27,000 tweets. In third place was American low cost airline Jet Blue with 9,000 tweets.
The airline attributed the increase to the popularity of its piso fares as well as its other Twitter promos. At the time of the announcement, Cebu Pacific was running a Twitter contest that was linked to a CEB Facebook app, which gave fans the chance to win four tickets to any of CEB’s destinations. The airline has also launched similar contests on its Facebook page in Singapore, giving fans the chance to win tickets to select Philippine destinations.
The most recent example of a Cebu Pacific tweet going viral was the announcement of its Juan You Love promo, which offered seats on international and domestic flights for a one-peso base fare. From the moment it was announced on the midnight of Friday, August 17, it immediately went viral as people retweeted it to their friends. In fact, it was so successful that by mid-morning, the airline was already announcing sellouts on the 111,111 seats offered, despite the fact that the website had started experiencing technical difficulties due to the heavy amount of traffic trying to log into it.
Here are some steps local Internet marketers can follow if they want their tweets to successfully go viral:
- Add value to your tweets. The tweets that are most likely to go viral are those that offer something of value that people would want to share with others.
- Use a call to action in the tweet. In the case of the Cebu Pacific tweet there was no direct call to action but the words ‘sale is now ongoing!’ were enough to prompt people to act to avail of the sale.
- Include a link. This is important since it enables twitter followers to act at once on the call to action, simply by clicking on the link.