Scenario 19.3
In one of the great social media campaigns in Canadian business history, if social media metrics are any indication, WestJet emotionally engaged viewers during Christmas 2013 with a holiday YouTube video showing WestJet employees making the wishes of travellers come true. After passengers checked in at Toronto Pearson and Hamilton airports for flights to Calgary, they were asked by a virtual Santa what they wanted for Christmas, after scanning their boarding passes at kiosks. Responses were as varied as computers, socks, a flight home to see family, and a big-screen TV. What passengers didn't know was that during their five-hour flight to Calgary, a team of more than 150 WestJet staff went shopping, wrapped presents, and delivered the gifts to the Calgary airport.
-Refer to the scenario.What was WestJet's objective for spending so much money shopping for their customers?

Question

Quizplus · Accepted Answer

WestJet's objective was to create a positive brand impact by emotionally engaging their customers during the holiday season with a heartwarming video. By making their customers' wishes come true, they were able to generate a lot of positive buzz and increase their brand visibility.

Scenario 19.3 In One of the Great Social Media Campaigns in Canadian