There’s nothing funny about being bored, especially being bored and on an airplane. So when Delta Air Lines launched their #Unbored campaign with the “Cloudgazer” game, marketing it as “the world’s most boring game,” customers saw the humor. The game invites players to explore a generic cloudy sky, similar to the view from an airplane window. The longer you play, the more bored you prove yourself to be. When players voluntarily end the game their level of boredom is rated. The game serves to promote awareness of Delta Studio, the new entertainment offerings available on Delta Airlines, and a solution to combatting on-board boredom.
Paul Skrbec, spokesperson for Delta Air Lines, explains that the campaign promotes the value of entertainment through encouraging the opposite. He tell us, “We are continually looking for ways to engage our customers. Our social media team came up with this idea of #unbored, using humor to highlight a seemingly negative element of flying customers are well aware of, to create awareness around Delta Studio in-flight entertainment.” Skrbec carried on saying the campaign is performing well and participation exceeded expectations.
We’ve seen numerous airlines using humor and irony to engage customers. As highlighted in a previous post Virgin America’s spoof airline BLAH Airlines directly addresses popular complaints travelers make about flying. This tongue-in-cheek campaign style serves two purposes, demonstrating the airline understands customer’s criticisms and using humor to engage and amuse. As proven with Delta, humor and sarcasm are effective ways to get customers to visit your page and spend time there, even if only to prove their boredom.
Guess what's in this bag. You could win a prize. Or not. pic.twitter.com/gwefmFWuwE
— BLAH Airlines (@BLAHAirlines) November 14, 2014
Where the #unbored campaign has a direct call to action, leading site visitors to the Delta website, BLAH airlines seems to be pure entertainment – aside from their almost six hour flight simulation video, which takes boredom to a new level. If you’ve got time to kill, airline tongue-in-cheek campaigns are excellent time wasters. You’ll also learn which spoof airline advertises a free cup with every coffee purchase.