the first thing you are going to say is… This is illegal, it’s against the Facebook promotional terms & conditions, the campaign should be shut down… Well it was, and what’s great is that CP+B Europe and SAS Airlines were happy to admit it because the campaign was successful for them! (but I’m sure they were pretty lucky to get the back re-activated)
What I love about this campaign is the type of engagement this simple idea generated, firstly, it’s no easy feat to get people to change their profile pic, so combining that, with needing to upload a matching image is a big ask, but the idea itself was so simple in essence, that SAS Facebook fans participated in droves. I think there are a few lessons in here for all of us! Thanks Tobias.