During an Infatuation Interval, consumers are emotionally drawn to a new offering that highly resonates with them, which creates a strong bond with the brand behind the offering.
Last week I wrote about Amazon’s Frustration Free Packaging showing how consumer pain points can be turned into points of infatuation. Along the holiday theme of gifts and gift-giving, today I spotlight West Jet’s recent contagious video that has sparked an Infatuation Interval among both its travelers and netizens alike.
Via Winnipeg Free Press:
While WestJet insists its holiday gift-giving stunt that spawned a viral video wasn't intended to be a commercial in disguise, marketing experts say the Canadian airline's brand is getting an invaluable boost as the YouTube hit count continues to surge.
In the video, which surpassed 15 million views on Thursday, the airline hatches an elaborate holiday surprise for more than 250 travellers heading to Calgary on flights from Toronto and Hamilton.
Watch the entire video above.
But just how long do Infatuation Intervals last and how can they become beneficial strategic levers at your disposal? More on this in my book Slingshot: Re-Imagine Your Business, Re-Imagine Your Life.