Due to the epidemic, major airlines are facing financial problems and have come up with self-rescue plans - free-flying packages; Fliggy also launched the "Fly as You Want" campaign in mid-July to increase the sales of platform air tickets; the author of this article breaks down this event from the perspective of event planning , let's take a look together.

Following the launch of the "Free Flight" products by major airlines, Fliggy also launched the "66 Yuan Nationwide Flight" campaign, which has become a hot-selling product that everyone is discussing. We hereby analyze it from the perspective of event planning, and learn and draw on its essence.

1. Activity Analysis: "66 Yuan for a Free Flight Across the Country"

1. Event Background

The domestic COVID-19 epidemic has gradually been brought under control, and the Ministry of Culture and Tourism issued a notice in mid-July to resume cross-provincial tourism.

In order to meet the "retaliatory" growth demand that will erupt after the epidemic, the Fliggy platform launched the "Renxingfei - 66 yuan to fly across the country" coupon-grabbing event to meet users' travel needs and increase the platform's air ticket sales.

Figure 1: Fliggy’s “66 Yuan to Fly Across the Country” event poster (Photo from Fliggy’s official Weibo account)

2. Event time

From July 15th to July 31st, Fliggy App will sell limited coupons at 10am and 8pm every day.

On July 21, it was announced that a new show would be added every day at 3 p.m. starting from July 22.

3. Product Features

Two types of coupons are issued: "66 yuan air ticket coupon" and "366 yuan air ticket coupon". Users who grab the coupon can purchase air tickets with a face value of 500 yuan or less for only 66 yuan within the specified time. For tickets with a face value greater than 500 yuan, users need to pay the difference, which means the maximum discount is 434 yuan. Users still need to pay fuel surcharges and other fees.

Conditions of use: Use within 30 days from the date of purchase; can be used to purchase domestic flights (including cities in Hong Kong, Macau and Taiwan), regardless of airlines, flights or travel time; coupons are only valid for purchasing adult tickets.

4. Activity form

1) "Speed ​​competition" interactive scenario: The event page sets up an interactive method for buying limited coupons ("66 yuan" and "366 yuan"), allowing users to use the Feizhu APP multiple times in a day, improving user retention rate and promoting order conversion.

2) Adding social elements: Starting from August 1, Fliggy added the activity of "Invite friends to help, and get 100% air ticket coupons". If users invite enough users to help successfully within the specified time, they can get a 66 yuan air ticket coupon.

Figure 2: 66 yuan nationwide flight activity page (screenshot from Fliggy APP)

5. Activity Budget

According to an article published by Travel Weekly on July 21, Fliggy plans to distribute 40,000 tickets for the 66 Renxingfei event, with an estimated budget of between 2.64 million and 14.64 million yuan (excluding other coupon subsidies issued by the platform). After the announcement on the 22nd that additional venues would be added each day, the overall scale is expected to increase from 40,000 sets to 50,000 sets, with an estimated budget of between 3.3 million and 18.3 million yuan.

6. Channel promotion

1) Official Weibo:

• The official Weibo account of Fliggy has officially announced the 66-yuan flight event since July 14, and on July 15, it launched a lottery for different numbers of people to win a prize of "66-yuan flight across the country" by forwarding enough times, and also added Weibo topics to increase the popularity of the event;
• Weibo users who won the "66 yuan free flight coupon" continued to promote the event by posting articles or videos.

2) WeChat Official Account:

• The Fliggy WeChat official account posted tweets on July 13 and July 14 to warm up the event;
• On July 21, it was announced that additional daily events would be added, and the topic continued to heat up.

7. Activity Effect

1) Daily app downloads surge

According to Qimai data, the number of downloads of Fliggy Travel APP (iOS) began to rise on July 14, from less than 20,000 downloads per day to a peak of more than 38,000 on July 16, and then the growth rate slowed down to 25,000 new downloads per day.

Figure 3: Estimated download volume of Fliggy APP (iOS) in the past month (screenshot from Qimai Data Network)

2) User engagement is extremely high

According to the data provided by Fliggy (Figure 4), a total of 40,000 coupons are expected to be sold in this event, with an estimated 1,176 coupons distributed per event; and at 10 a.m. on the 15th, nearly 2 million users logged in to buy the coupons, making the APP unable to log in for a while.

To meet the surging demand, Fliggy announced that it would add more venues and quantity starting from the 22nd, increasing the overall scale from the previous 40,000 sets to 50,000 sets.

Data shows that during the first weekend of the campaign, 67% of users used the "66 yuan free flight" coupon to book flights within 2 weeks, demonstrating consumers' high enthusiasm for travel.

Figure 4: Data on Fliggy’s “66 Yuan Free Flight Across the Country” (Photo from Fliggy’s official Weibo)

From the perspective of attracting new users and user engagement, this event was very effective. Accordingly, on July 30, Fliggy announced through its official Weibo that the "66 Yuan Free Flight" event would be returning, with three events per day from August 1 to 13, in the hope of meeting users' surging travel needs.

Figure 5: Fliggy’s “66 Yuan to Fly Across the Country” event poster (Photo from Fliggy’s official Weibo account)

8. Conclusion

Judging from its popularity, "66 Yuan for Free Flight" has become a hit product. The main reason for its popularity is that users who have been suppressed for a long time due to the epidemic have a strong desire to travel, but do not have a clear destination and departure time; and the "66 Yuan for Free Flight Across the Country" product satisfies users' "uncertainty", greatly reduces users' decision-making costs, and effectively stimulates purchasing demand.

2. Personal Thoughts

1. Start from user needs and refine product selling points

“66 Yuan for Free Flight” is not limited in time/flight/airline, which solves the uncertainty of fluctuating air ticket prices. The ultra-low-priced products satisfy users’ desire to “get a bargain” and effectively reduce users’ decision-making costs.

2. Effective activity formats and themes

Through super low-price air ticket coupons (marketing tools) + "speed competition" interactive method (scenario) + "66 yuan to fly across the country" (copy packaging), the product selling points are reflected as the theme of the event, which "hit" the user's psychology in one fell swoop; it is easy to remember and spread, and is promoted through social platforms and self-media to increase the popularity of the event.

3. Channel promotion

No matter how good an event is, it cannot be effectively disseminated without promotion. Even Fliggy, which has tens of millions of MAUs, is actively and rhythmically promoting it through social platforms.

4. Prepare a crisis plan in advance

However, it will cause a bad experience for users who did not win the prize. If negative emotions continue to ferment, it will have a bad impact on the brand. Therefore, when planning an event, it is necessary to formulate a crisis management plan in advance to avoid it being too late to deal with it after something happens.

5. Uncontrollable factors affecting activities

For platform operation activities, it is necessary to consider the possibility of scalpers buying or reselling products, and it is necessary to set rules in advance to avoid such situations or minimize losses.

The above is my personal analysis of Fliggy’s “66 Yuan to Fly Across the Country” event. I hope it can give you new inspiration for event planning.

Author: Crispyccp

Source: Crispyccp

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