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 doing at the airport that day?

Select one:

a. listening to their customers

b. setting social media objectives

c. identifying target markets

d. implementing the strategy

Answer rating: 100% (QA)

Based on the scenario described WestJet was engaging in a unique holiday initiative wherein they ask... View the full answer