Encouraged by the previous high profile success of the Kobe v Messi YouTube viral 3 years prior , with 112,106,268 views at time of writing, #FortuneTraveller was the follow up Turkish Airlines social media programme.

#FortuneTraveller was purposely outlined as a brief which would inspire creators: an immersive magical mystery tour of old; a voyage of discovery and an adventure for them to document, record and for Turkish Airlines to distribute via their YouTube channel.

We were confident that Turkey, Turkish people and its culture would provide a rich source of inspiration and content.

Rightster conceived, planned and coordinated the entire project, selecting, managing and bringing together the right leading YouTube creators from around the world, who converged on Turkey with nothing but a passport and a camera, where they were randomly allocated a destination using the traditional Turkish fortune teller game format.

10 creators were selected to take part in the #FortuneTraveller programme from different territories across all the major YouTube networks and invited to create content showcasing Istanbul and other cities in Turkey.

The creators were flown by Turkish Airlines to Istanbul where they enjoyed the delights of the city and local area, while creating videos of their experiences.

The creators each produced three videos that documented their #FortuneTraveller journey, including:

. the grand ‘un-boxing’ of their invitation to Istanbul

. their personal experience in Istanbul, including participation in a Turkish fortune telling that revealed their next destination

. their adventure in their final destination, one of Turkish Airline’s 270 destinations

The videos were hosted on the creators’ YouTube channels with some additional materials housed on the Turkish Airlines channel. All content was distributed organically via social media, with no additional media buy, ensuring it was only disseminated to the creators’ existing, engaged audiences.

• #TurkishAirlines is now ranked as the #1 channel of all YouTube and social media platform channels in the Travel category; above the previous outranking competitor who still remains at #3*.

• Increase in global facebook fans of 34% (target 32%)

• Increase in twitter followers of 12% (target 11%)

• Increase in YouTube subscribers of 21% (target 15%)

• Generated 16,304,328 views (target 15,000,000) and 613,078 likes (target 500,000)

• Increase in brand awareness of 10% (target 8%)

• Increase in brand affinity by 3 points (target 2)

*[Source: Tubular Labs, 2016]