How a Lost Stuffed Tiger at an Airport Connected With Millions

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    By telling a tale of a lost stuffed tiger through digital media, Tampa International Airport  was able to connect with millions of people. Many people can relate to the story, as it may tug on our heartstrings a little bit when we remember a childhood toy that we ourselves once lost. Using this situation allowed the airport to show they value the needs and wants of their target audience, which is great customer service. Customers have many other options when picking airlines to fly with, but seeing this kind of content on social media leaves a positive and memorable impression of the brand that may result in a conversion.
    The tale of the tiger was able to address the social and consumer experience through showing pictures of the stuffed animal on a journey throughout different places of the airport. It got to hang out with firefighters, work out at the gym, treat itself to a delicious gelato, and much more. When it was time for the sweet and emotional reunion between the boy and his animal, it was documented and shared.

    Upon releasing the story, it began going viral, first appearing in all local media and news outlets, and then expanding to national, and finally international news. Social media records were set for the airport as "the reach surpassed 3,000,000," and "followers commended airport staff for the exceptional customer service, with many saying the story brought tears to their eyes (Tale of Tiger’s Big Adventure Highlights Airport’s Commitment to Customer Service - The Shorty Awards, n.d.)." On Facebook, approximately 115,000 people liked, commented and shared the story, and on Twitter the post had 78,000 impressions. Airport partners also greatly contributed to the many shares of the story on social media.
    The company would respond by keeping it simple and personal, which allowed for the opportunity to highlight other customer service achievements such as a man that tweeted: "I know @FlyTPA connects with children. My son still has the little airplane eraser an employee gave him last summer." The airport did a great job in handling the situation as efficiently as they could. They were able to create spontaneous and organic viral content from a relatable situation that showcased their positive values and employees that go above and beyond. It was shared in a timely manner and generated authentic conversations between the brand and its customers.
    Currently the company is still doing a great job connecting through social media. Tampa International Airport's instagram has many engaging and funny posts with popular memes that relate to the industry. It also features screenshots of some of their twitter posts, which have a witty and conversational tone in response to other companies. Overall they are doing a great job in using digital media to tell stories that reach their target audiences.

Reference:

Tale of tiger’s big adventure highlights airport’s commitment to customer service - The Shorty Awards. (n.d.). Shorty Awards. https://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww

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