- Social Media Marketing
- Facebook Marketing
- Youtube Marketing
- Twitter Marketing
- Linkedin Marketing
- Mobile Marketing
- Brand Management
- Online Reputation Management
- CMS Website Design
- Mobile Website Design
- Ecommerce Website Design
- User Interface Design
- Website Redesign & Maintenance
Why Turkish Airlines’ Kobe vs. Messi Ad Went Viral
Turkish Airlines’ “Kobe vs. Messi – Legends on Board” was 2012’s most popular branded video. As of today, the ad has 103 million plus views, and its Facebook page has over a million fans. So what is it that made this ad go super viral? Let’s find out!
Let’s begin with the plot of this ad. In this video, a young boy is shown to be on an airplane, when he stumbles across Messi. Like any star struck fan, he wants an autograph and moves forwards towards him when Kobe calls the boy. The boy is equally fascinated with Kobe and he cannot decide whose autograph he wants first. So, a war of sorts starts between the two sportsmen, both vying for the child’s attention.
It’s not always about the product
The ad’s focus is not on the various destinations or prices offered by the Turkish Airlines, but on the epic war that occurs between the two sport legends, and that too, mid air. The fact that all of this is happening on a Turkish Airline aircraft is a subtle reminder to viewers that the ad really is about them. 61 seconds pass by, but the video doesn’t mention the words ‘Turkish Airlines’ even once. And it is only after 45 seconds that the ‘product’ is mentioned indirectly via the airhostess and the ice cream in her hand.
By reinstating their brand towards the end of the plot, Turkish Airline reinforced the connection between the ad, the brand ambassadors and their brand name in a way that seamlessly blended with the plot of the advertisement.
It began with a bang
The first five seconds of the ads introduced Kobe Bryant and Lionel Messi. On board a plane. Vying for the attention of one little boy. Sports freaks really didn’t need more of a reason to see the ad through than besides Kobe and Messi, but for the remaining of us who are sports impaired, the comedy in the plot more than made up for our lack of knowledge in the field of sports
It sold famous faces
Everybody knows that famous faces help sell brands, be it movie or fashion celebrities, award winners, sportsmen or achievers from any other field. ‘Legends on Board’ was an instance where Turkish Airlines simply took advantage of their association with Kobe, roped in Messi, and came up with the most popular ad of the year!
Imagine two unknown faces in place of these sportsmen. The ad would have fallen flat on its face. Celebrity appeal should never be undermined while raising the profile of any campaign.
It created an emotional connection with its viewers
There is absence of extreme emotions in this ad – no anger, disbelief, relief, happiness, shock etc. So how does it create engagement? Because it has the element of surprise – which superstar will the boy choose? Will the other accept defeat or will there be an unending game of vying for the boy’s attention? Or is the thunder stolen by a third and even more popular celebrity?
Even though the concept isn’t novel, Turkish Airlines encouraged user engagement by letting Messi’s and Bryant’s fans root for their favourite player.