We invited fans, social influencers, celebrities and journalists from South America to board on the flight LA-435, under the excuse of being part of an exclusive group, selected by LAN, to travel to Buenos Aires for the presentation of its new entertainment system. They were unaware of the surprise that was to arrive: for the first time, an album would be launched over 30,000 feet.

The communication strategy focused on spreading the experience through organic viralization, earned and owned media.

EARNED: By its nature, the event was spread on TV, newspapers, magazines and online media.

Under the pretext of an event in Buenos Aires, the passengers, a network of influencers and press members were surprise literally on air; the event was viralized and widely spread.

OWNED: Owned channels had the role of distributing the official materials to maximize the coverage (website, social media channels, PR and RRPP departments).

The results were remarkable. Taking advantage of owned and earned media and with no inversion on paid media, the event became a trending topic and a great piece of news, with high reach effectiveness across all channels, generating positive interactions that clearly raised the value of awareness and nearness indicators we were focused on.

Over 1.5 million of impressions were registered; the official video has more than 14,166 views in the first 24 hours. +3,000 mentions in Twitter, Facebook, blogs and newscasts in Chile and surroundings.

People appreciated the action and are looking forward to being surprised again by LAN.