The latest marketing campaign from Virgin America seems like a very deliberate attempt to alienate woman and further sexualise the solitude offered by altitude. In an effort to promote the inflight chat feature of their inflight entertainment system (RED, by Panasonic), Virgin have launched a Facebook-based competition to see who has the best mile high story to tell.
Virgin America are asking passengers to use the feature for mile high flirting, and perhaps take advantage of the IFE based ordering system to buy the object of your mile high affections a drink. The campaign is being called “Get Lucky” (the service is being launched on VA’s inaugural Vegas flight).
The promotion had the potential to promote the system in a meaningful way, but they’ve chosen to do so in the seediest manner possible. It’s caused at least a few people to label the carrier as “Vile Air” and “Creepy Air”.
At the time of publication, Richard Branson’s “Guide to Getting Lucky” video (made available on YouTube on April 19th, 2013) had a little under 12,000 views. The (now hidden) Virgin America copy of the video has been viewed 171,567 times.
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