Meaningful connections at 35,000 feet with a Co-Branding twist

BY Fernando L. Mompó on 25 / 04 / 2014

“What if you could turn a 3-hour flight into a mentoring program at 35,000 feet?”

To answer this question Delta Air Lines is partnering with LinkedIn to connect high-profile influencers with the business leaders of tomorrow during one of their flights. We loved the idea the moment we knew about it … and for two different reasons. Not just because it makes absolutely sense as a Co-branding initiative, but also because its core value proposition beyond PR is pretty close to the one we offer at Co-Society.

As a Co-branding program, through this unique initiative called “Innovation Class” Delta position themselves as the airline for innovators and industry leaders. At the same time, LinkedIn reinforces their brand’s core proposition: allow people to network.

The program offers to LinkedIn community the opportunity to meet with leaders from different fields on a designated flight.  Here’s how it works: Find a Delta flight that offers “Innovation Class,” apply for a seat through LinkedIn, and if you’re chosen, fly for free while getting great quality networking time. The first duo was expert Eric Migicovsky, the inventor of the Pebble Smartwatch, and James Patten, “Innovator and Visual Artist.” Delta’s next Innovation Class flight will feature Sean Brock, an executive chef, on a flight from Charleston to the James Beard Awards in New York. Upcoming flights will be listed with a travel date, destination, event, and a link to the mentor’s bio. A potential mentee has to click the blue “Apply For This Flight” button on that listing.

Once the airplane has taken off, the experience is meant to deliver something quite close to the value we propose through our Co-Sessions: be able to share ideas, discuss goals and future projects and, in short, have the rare opportunity to make a meaningful connection (sea level, though).

Delta Innovation Class

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