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Fly Derrie-Air Proves Newspaper Advertising Still Works (Sort Of)

Imb_derrieair1_2 A few weeks ago the Philadelphia Inquirer and a few other local papers in the Philly area launched a very interesting mock advertising campaign for a new airline called "Derrie-Air" which was proposing the revolutionary new business model of charging air passengers based on the combined weight of their luggage and themselves. The site describes what makes Derrie-Air unique: "the magic comes from our one of a kind "Sliding Scale" the more you weigh, the more you’ll pay."

We’ve all been in situations where we could imagine the logic of having a policy like that, but it turns out the campaign was a joke that ordinary consumers could pass along to others, and one from which the newspaper could collect valuable metrics from. The problem with the campaign is that it takes exactly the kind of one sided view the doesn’t work anymore. For example, the newspaper ad drove a group of people online from the Philly area, and those people likely emailed the site to friends or blogged about it. Other sites picked up on the campaign and decided to also feature it. I learned about from an email – and found coverage on several advertising and marketing blogs already about it.  If you are reading this now and hadn’t heard of the campaign, you just learned about it from a blog.

Imb_derrieair2

I am sure the site got great traffic and the Philadelphia Inquirer and the other papers behind it reported these fantastic metrics to advertisers in order to get more of them to buy into the paper. I think real lesson here, however, is that no matter which channel you choose to promote in, they will all be interconnected. For this campaign, newspaper provided the initial surge in traffic, however anything after that would have to be attributed to word of mouth, either online or offline. The irony is that inadvertently, the campaign probably proved how interconnected media really is … and how clueless some advertisers really are if they believe a pitch that tells them all the visits to this mock site can just be attributed to a few newspaper ads.

19 thoughts on “Fly Derrie-Air Proves Newspaper Advertising Still Works (Sort Of)”

  1. What I find most interesting about this case study is the effect of email and social media on traditional media. Because we are more closely interconnected, and each of us as a consumer has our own platform from which to disseminate information, the ripple effect of a piece of traditional media that we take note of is far larger.

    In the old days, I’d tell my 5 closest friends, and maybe one of them would be inspired and tell one other person. Only the truly viral ideas would spread like wildfire. Today, spreading the message to 500 friends is easier (bookmark it on stumbleupon/delicious, email it, put it on my facebook page). If the message is powerful, it has an easier time spreading now than ever before.

    This shows that even those entrenched in traditional media, like newspaper ads, need to take note of the incredible social movement we have on our hands. Their medium is changing, whether they know it or not. The first step is to always be listening.

    Thanks, Rohit!

    Reply
  2. What I find most interesting about this case study is the effect of email and social media on traditional media. Because we are more closely interconnected, and each of us as a consumer has our own platform from which to disseminate information, the ripple effect of a piece of traditional media that we take note of is far larger.

    In the old days, I’d tell my 5 closest friends, and maybe one of them would be inspired and tell one other person. Only the truly viral ideas would spread like wildfire. Today, spreading the message to 500 friends is easier (bookmark it on stumbleupon/delicious, email it, put it on my facebook page). If the message is powerful, it has an easier time spreading now than ever before.

    This shows that even those entrenched in traditional media, like newspaper ads, need to take note of the incredible social movement we have on our hands. Their medium is changing, whether they know it or not. The first step is to always be listening.

    Thanks, Rohit!

    Reply
  3. Rohit –
    I forwarded this post to coworkers in my communications and PR department to help them better understand why social media and social networking is important. It’s very challenging to get folks who don’t participate in this new Web 2.0 medium to understand what it is, how it works, and why it’s important. Your post did just that.

    So far, I think of shared 3 or 4 of your posts with our team, all for the same reason. Keep it up — I look forward to whatever you’re writing next!

    Reply
  4. Rohit –
    I forwarded this post to coworkers in my communications and PR department to help them better understand why social media and social networking is important. It’s very challenging to get folks who don’t participate in this new Web 2.0 medium to understand what it is, how it works, and why it’s important. Your post did just that.

    So far, I think of shared 3 or 4 of your posts with our team, all for the same reason. Keep it up — I look forward to whatever you’re writing next!

    Reply
  5. This blog Is very informative , I am really pleased to post my comment on this blog . It helped me with ocean of knowledge so I really belive you will do much better in the future . Good job web master .

    Reply
  6. This blog Is very informative , I am really pleased to post my comment on this blog . It helped me with ocean of knowledge so I really belive you will do much better in the future . Good job web master .

    Reply
  7. India-born entrepreneurs empower US voters

    Shukoor Ahmed ran for a seat in the Maryland House of Delegates in 1998, after coming to America a decade earlier from Hyderabad, India. Campaigning door-to-door, he was surprised so many voters did not know who represented them!

    After his race ended slightly short of victory, he took advantage of his Master’s degree in Computer Technology and Political Science to build StateDemocracy.org, a website he launched in 2001 to connect citizens and lawmakers. His website’s motto encapsulated its mission:

    Reply
  8. India-born entrepreneurs empower US voters

    Shukoor Ahmed ran for a seat in the Maryland House of Delegates in 1998, after coming to America a decade earlier from Hyderabad, India. Campaigning door-to-door, he was surprised so many voters did not know who represented them!

    After his race ended slightly short of victory, he took advantage of his Master’s degree in Computer Technology and Political Science to build StateDemocracy.org, a website he launched in 2001 to connect citizens and lawmakers. His website’s motto encapsulated its mission:

    Reply

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About Rohit

A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

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