Conversation in the Cloud | Virgin Atlantic | Work

Case Studies

2012

Conversation in the Cloud

Challenge

Virgin Atlantic was about to launch their new “Upper Class” suites. At the same time, Richard Branson was releasing his new book, “Like a Virgin.” The book shares Branson’s personal views on business and the secrets that turned him into one of the world’s most respected entrepreneurs. The Upper Class suites are mile-high networking lounges for bold businessmen and women. Virgin wanted a launch experience that simultaneously got people talking about both offerings.

Solution

We called it “Conversation in the Cloud.” We created an opportunity to intimately connect with Virgin and its owner just blocks from the very-on-target New York Stock Exchange in lower Manhattan. We converted a working ‘Gate Gourmet’ airplane truck into an elegant platform for dialogue between Branson and aspiring entrepreneurs, and remodeled the interior into a bar from the “Upper Class” suites.

After a dramatic countdown, the truck's hydraulics lifted the cabin, Sir Richard, and two Virgin Gold members skyward. Six aspiring entrepreneurs who had responded to an invitation via Twitter were invited to join them. One by one, Richard and friends answered questions about how to get a business off the ground. Then they took questions from the audience both onsite and online. The base of the truck displayed social media streams and video highlights of the “Upper Class” experience, as well as an oversized dry-erase wall where passersby could answer the question: “How can business help improve the world?”

The activation generated over 18 million social media impressions, 50 million media impressions and over 2,000 on-target consumers participated. Not to mention a whole lotta people talking business.

Visionary

Daring

Ridiculously fast