Social Media Case Study: Chhatrapati Shivaji International Airport goes social

Background

Chhatrapati Shivaji International Airport (CSIA) Mumbai, is one of India’s busiest airports.  It recorded passenger traffic of about 29.07 million people in 2010-11.

The Case

CSIA Mumbai decided to explore the online medium to engage with its customers better. Travellers all over the world arrive at CSIA but aren't necessarily aware of all the services it has to offer. CSIA took to social media to better interact with people who visit the airport regularly.

CSIA is already pretty active on twitter and facebook, actively responding to customer queries and addressing them. However, they wanted to push the envelope and do something that was much more engaging.

What was done

The idea was to run a photography contest on Facebook – “Framing Mumbai” - A contest that let Mumbaikars share their perception of the City of Dreams and describe it in their own fashion with a caption or a short story. The contest was also promoted on Twitter.

The contest encouraged fans to share images of Mumbai via the application on CSIA Mumbai’s Facebook page under the “Framing Mumbai” tab. Responses ranged from images of Mumbai landscapes and landmarks to poignant images of unique individuals who collectively make up Mumbai.

Photos from Contestants

The Result

The contest ran for two weeks and got a response of over a 100 entries.

‘Framing Mumbai’ was a great success for CSIA. The winners of the contest were announced via Facebook, Twitter and on the CSIA website.

The winning entries are featured on a downloadable and shareable E-Calendar on the website.

CSIA - Framing Mumbai

Mumbai International Airport Limited, (MIAL) also gave the winners a tour of the airport and explained the aspects of the functions carried out at the airport.  The winners were also given a brief of the new integrated passenger terminal (T2) with insights on its development.

Winners of the Contest

The contest made it onto the front page of the Hindustan Times which got a lot more interest from people to see the photos. This is just a beginning for a lot of future initiatives from MIAL to connect with passengers and other citizens.