In a bid to ensure sales for the new four-door Panamera S Hybrid and 991 models are brisk, Porsche advertisements will soon be found on boarding passes from airlines such as American, Alaska, Continental, Delta, Hawaiian, United, US Airways.
Porsche Partnering with Sojern to Deliver Targeted Ads on Boarding Passes
According to Josh Cherfoli, online and relationship marketing manager at Porsche Cars North America, Porsche is partnering with leading travel data and medial company Sojern to begin targeting first-class and business-class travelers as well as those consumers traveling on a luxury vacations via their boarding passes.
Sojern's new advertising product allows Porsche to affix a 2D bar code to select boarding passes printed by consumers at home. After scanning the custom bar-code (get a free bar code reader at http://gettag.mobi) , potential customers will be directed to a rich media landing page or video information about the specific Porsche model. In addition to the bar-codes, Porsche will also run rich media banner ads on online flight check-in pages to drive traffic to online content.
The beauty of this advertising medium is that Porsche can target specific markets and demographics included with the boarding passes such as seat class and destination. Imagine boarding your flight from Boston to Atlanta and seeing one of these advertisemenst on your pass. By scanning the bar-code Porsche can provide you with very targeted information and even offer you a test-drive with your local dealer or at your destination.
Is it a good idea?
If you ask me, it's a pretty smart idea on the part of Porsche. I know how much time I spend sitting in airports and even when working diligently, there is still plenty of down-time to be filled. These targeted, rich media ads might be one way to kill a few minutes. Hopefully it will sell a few Porsches too. What do you think? Would you look at an advertisement that prints out with your boarding pass?
[Source: PR Newswire and Direct Marketing News]