Global influencer push achieves 9% increase in Turkish Airlines brand recall and a 16% boost in brand searches.
That Time We Broke the Internet
In December of 2013, Turkish Airlines wanted to make their commercial with Kobe Bryant and Lionel Messi a viral digital success. After crafting the commercial, inspired by one of 2013’s most searched words - selfie, Turkish Airlines challenged the BEN team to spread awareness across the globe through influencers.
Through BEN’s extensive global influencer connections, we acted as an extension to agency (Crispin Porter & Bogusky) and team. We coordinated with 800+ YouTube and Digital Influencers to push traffic and views to the newly released Turkish commercial. The key characteristics of their ideal target audience was described as spirited and adventurous people with wanderlust. During this campaign, we targeted individuals with similar interests and partnered with them to create their own content driving traffic to the online commercial.
Turkish Airlines reached 77M views in just one week, which broke YouTube’s record for fasted spreading commercial - literally breaking the internet. The video now has over 144 Million views and the industry is still talking about this monumental campaign that achieved a 9% increase in global brand recall and a 16% increase in Google global brand searches. Kobe vs Messi: The Seflie Shoot out was named Ad of the Decade by YouTube during their 10th anniversary celebrations.Additional press that the campaign generated: marketingland.com Best YouTube Video Ad In Last 10 Years? Turkish Airlines “Kobe Vs Messi: The Selfie Shootout” tubefilter.com Turkish Airlines’ ‘Kobe Vs. Messi’ Voted Best Ad From YouTube’s First Decade digitalsynopsis.com Kobe Bryant vs Lionel Messi – Turkish Airlines Ad Gets 27 Million YouTube Views In Just 5 Days telegraph.co.uk Lionel Messi and Kobe Bryant in YouTube’s ’ad of the decade’ adage.com Kobe and Messi Selfie Shootout Wins YouTube’s 10-Year Ad Showdown mashable.com Kobe and Messi: How Viral Marketing Sausage Is Made