As part of its FIFA World Cup association, Emirates Airlines has joined hands with Twitter to launch the Twexican Wave.
Through the Twexican Wave, Twitter users have a chance to watch the 2010 FIFA World Cup final free of cost. The idea is inspired by the Mexican Wave phenomenon that originated in US college football games. The aim is to reproduce the Mexican Wave, not in a stadium, but on Twexicanwave.com.
An individual has to change their Twitter profile picture to the one with their arms in the air. To win, one needs to be a part of the longest #TwexicanWave. A new wave starts the second someone with an arms-in-the-air profile picture tweets #TwexicanWave. The wave is broken when someone tweets #twexicanwave without a new profile picture. The participating markets include UK, Australia, Germany, France, India, Japan, UAE.
Commenting on the new initiative, Clare Vaughan-Davies, manager internet communications, Emirates Airline said, “ The World cup is about uniting people around the world through football. What we wanted to do really, through the Emirates Twexican Wave is that we wanted to facilitate another way where supporters can get behind their team on social media."
On why Emirates picked the digital route, she said, “As more and more people transact online to buy tickets, check-ins, purchasing excess baggage etc, we always put every part of our marketing initiative behind the digital element. Obviously FIFA was very important in terms of brand building and we needed to have a digital campaign. We have also partnered the official website for FIFA and we are doing a lot on that. People keep signing back in to see if they’re still a part of the longest wave and if they aren’t they look to rally their troops. The promotion will run till the 25th of June.”