Client: Virgin America
Virgin America wanted a way to showcase their inflight experience, specifically their Red™ seatback entertainment system. Entertainment systems are not, generally, that exciting to talk about. So we decided to use them to tell a story.
We chose to highlight the unique seat-to-seat messaging capabilities of the system with hypothetical demonstrative chats to show people how to flirt with other passengers using Red™. To present this story, we chose the medium of believable, low-fi images, to mirror the look and feel of screenshots of AOL AIM conversations from the early '00s.
My goal was to make an obvious ad feel like organic screenshots of internet banter. I also wanted to keep the branding and messaging as unambiguous as possible, for the benefit of both the reader and Virgin America.
The internet liked the Pickup Lines a lot. The campaign performed better than any sponsored content in BuzzFeed history, setting new benchmarks and opening us up to the airline category for future deals.
A few weeks, several million hits and countless ripped and rehosted imgur galleries later, hundreds of thousands of people had new knowledge of, and appreciation for, Virgin America's inflight experience.
"Virgin America's Inflight Messaging: The Funniest Passenger Messages" - The Daily Mail
"Check Out These Hilarious Virgin America Seat-To-Seat Chats" - Elite Daily
"The Hilarious Things People Say On Virgin Airlines" - Business Insider
"Virgin America Launches Seat-To-Seat Chat - American Genius