Every Christmas LOT Polish Airlines brings people together. This year to bring together people all around the world we've hung mistletoe above our whole planet. We've put a branch of this magical plant in every one of LOT airplanes. By that we gave a good reason for people to kiss all around the world.

We created a responsive website that shows the current position of mistletoe and the routes of LOT airplanes. The LOT fanpage was actively involved in the entire event, announcing the approach of the mistletoe via profiles of cities located on the route of our planes.

We set up a campaign targeted to Facebook's users who are living in cities on a route of aircraft. We scheduled campaign so that personalized and targeted ads were displayed at the moment when the plane was above a specific city.

The campaign achieved global reach, following our airplanes.

We engaged local communities by sending them personalized information about where and when our planes with mistletoe would be above them.

Results and Effectiveness

Our campaign was a hot topic in the news during Christmas time (including Polish national television and popular radio stations). The BuzzFeed portal ranked the campaign on the list of 11 Awesome Polish Things that Happened in 2014. The buzz around the campaign generated more than 300 000 euro of free media in total.

We got lots of positive comments, likes and shares in social media from all around the world and many publications on blogs and websites.

We created a responsive website that shows the current position of mistletoe and the routes of LOT airplanes by combining Google Maps with Live Flight Tracking System technology.

Our media plan included a Facebook Ad Scheduling option synchronized with the airplanes’ coordinates in live mode.

Each ad displayed information on the area our mistletoe flew over at any given moment.

The LOT fanpage was actively involved in the entire event, announcing the approach of the mistletoe via profiles of cities located on the route of our planes.

The campaign achieved the global reach, following our airplanes.

By directing campaign to those who were under our planes we engaged local communities to share information about routes of our planes. Our campaign was a hot topic in the news in Polish television during prime time before christmas and one of most popular radio stations. The BuzzFeed portal ranked the campaign on the list of 11 Awesome Polish Things that Happened in 2014. We got lots of positive comments, likes and shares in social media from all around the world. We got many publications on blogs and websites which gave us 300 000 Euro worth of earned media.