Viral content? Anything Turkish Airlines can do, Emirates will try to do better [VIDEO]
In the battle for customers (both business and leisure), Emirates knows more than anyone that football has global appeal and brand potential.
Not satisfied with sponsoring Spanish and British giants of the game, Real Madrid and Arsenal respectively, now the Dubai-based carrier is following the lead of rival airline Turkish Airlines and has enlisted two of the most high profile players to grace the game – one from years gone by, another right in the current moment – to star in what it hopes will be a viral hit on the web.
Brazilian legend Pele, now in his 70s, stars alongside Real’s Portuguese icon Ronaldo in the one-minute clip which was uploaded to YouTube earlier today.
In just six hours or so the campaign, essentially plugging the supposed glamour and celebrity appeal of its A380 business class cabin, has captured almost 100,000 views.
The bar was set pretty high in 2012 back when Turkish Airlines enlisted Argentinian footballer Lionel Messi and US basketball star Kobe Bryant to star in one of its campaigns. The clip currently has close to 110 million views on YouTube.
Coincidentally, Messi (of Spanish club Barcelona) has squared up against Ronaldo for the accolade of “best footballer on the planet” for the past few years.
The launch of the Emirates clip coincides, rather ironically, with the Turkish government threatening this week to block the country’s access to YouTube.
Here is the Emirates clip:
Kevin May is a senior editor and one of the co-founders at Tnooz in 2009. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career in journalism at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about electronic band, Depeche Mode - in 2015.