Despite Facebook Live being open to advertisers for over a year, easyJet is testing it out for the first time with the latest iteration of its ‘Why Not’ campaign.
This weekend, Londoners will be able to attend a 15-minute immersive theatre experience, which “draws on the magic of Côte d’Azur…to treat audiences to an interactive multi-sensory experience inspired by the sights and sounds of the South of France – the carnival spirit of Nice, the jazz sounds of Antibes and the red carpet glam of Cannes.”
After walking through an easyJet cabin door, participants are met with a full-size merry-go-round where they sit as a full cast of actors sing and dance around them.
When that experience ends, they can then wander round a French food and wine market which has been set up with the help of the Cote D’Azur’s tourism board.
“When we talk to [our customers] they like to do new things and have new adventures. Instead of doing something more traditional this gives them a chance to experience different cities. It brings it to life better than just standard advertising,” Lucy Outram, easyJet’s head of UK marketing and European planning, told The Drum.
It’s not the first time easyJet has invested in such activity. Last year it tested the waters with a similar stunt to promote its flights to Holland, supported with a 360-degree film online, and Outram claimed that it was a significant uptick in people buying flights to the region that convinced it to repeat the activity.
This time, however, to reach those who can’t make it to London, easyJet has for the first time invested in Facebook Live, where it will follow people taking part and broadcast it on its own channels.
“It’s just a bit or fun. We’re a fun brand and this showcases our personality,” Outram said.
“It’s so now and it’s what people are interested in and engaged in. For a brand like easyJet to do something live is a brave move and it taps into the trend. We’re an innovative company and we like to be seen as that.”
However, the experiment comes as Facebook battles perceptions of the product after seeing a surge in people around the world using it for ‘live’ suicides and murders.
While it didn't put the airline off using the format, Outram admitted that it was “very aware” of the problems and would be working closely with Facebook and its media agency to stay on top of any potential issues.