This article lets me almost think that the author believes that Social Media campaigns need to be very “different” and quirky – or even against the usual branding a company has – to be effective. There are many companies that use Social Media without the big bang effect and can align the campaigns well with their “quality” branding.

Social Media doesn’t need to be the way as described, it can also be serious and attract actually the many newer Social Media users in the older age ranges, between 35 and 55 years, additionally to the babyboomers who more and more get their feet wet in the “newer media”.

Air New Zealand’s more expensive brand is not meant to pull only younger, quirkier audiences who are travelling the cattle truck and backpackers way. The campaign reminds me almost of the ads that budget airline Pacific Blue shows on national TV. Pacific Blue as the cheap alternative to the traditional airlines has to show off with a different attitude to turn the bad (no in-flight meals and drinks included, less comfort, etc.) into something good (“it’s a cheap and “cool” way of travelling so just see the quirky side of things”).

Air New Zealand with its new economy plus comfort seats, higher level of in-flight service throughout, Kapiti icecreams and old value reputation could still do a good Social Media campaign without refraining to controversy. Funny things are good, but does it fit in with the image?

Don’t the “older” folks (over 30) with the well earned money deserve to travel in style and stand by this high value comfort desire without taking the mickey out of it?

Paul Henry, of course, is part of the wealthy generation x and his controversial, but very intellectual comments draw the older, “wiser” crowd, so maybe …

New Zealand’s newer “oldies” are drawn to this type of humour? Is New Zealand’s culture quirkier than we anticipate? Who is Henry’s following? Probably not the youngsters. So one has to be careful to not judge the recent campaigns too harshly before measuring its effects on the target market.

Maybe it hits a nerve in the baby boomers and generation X as well as generation Y? I hope Air New Zealand carefully watches the reactions and will actually make a business case out of it for all to learn from it.

Check the culture of your target market and then design the campaign. I will be watching the whole story with great interest.

Find out a little something about people you connect with on social media sites. Visit their websites, blogs and profiles and start a conversation about what they do. This has resulted in my developing relationships with people all over the world. They aren’t all my clients though. In fact I’ve been able to refer clients to others and we’ve been able to exchange great resources.

Thank you Heike for this great information. Sue