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Selfie shots do not appear to be going out of fashion any time soon, with multiple travel brands trying to capture the trend.
Some have launched Selfie competitions, others have asked users to take pictures and upload to their branded social channels, and some have rolled out dedicated mobile apps solely for taking Selfies.
Recently, Tnooz CEO Gene Quinn delivered a keynote in Denmark about the role being played by Selfies in marketing a destination.
But, what about the success metrics for a selfie-based competition or campaign by a travel brand?
Turkish Airlines has reported the result for its "Selfie Shootout" campaign starring two of its adopted sport stars: US basketball player Kobe Bryant and global football star Lionel Messi.
The 60-second campaign video which was launched in December 2013 featured Bryant and Messi taking selfies in key destinations which Turkish Airlines has on its network.
The video broke the record (in terms of views) of the airline's earlier video featuring the pair which was released in December 2012.
Currently, views for the Selfie Shootout stand at 138 million, compared to the 108 million view count of the airline's earlier video.
In the first week of the Selfie Shootout campaign, the YouTube video crossed over 77 million views. In comparison, the airline's earlier video - Kobe vs Messi - crossed 28 million views in the first six days.
CEO Faruk Cizmecioglu says the campaign was aimed at supporting its new motto "widen your world", increase brand awareness, reach new target audience.
Claimed results of the campaign:
Branded searches on YouTube increased by 209%; Google increased 16%.
By leveraging YouTube's advertising tools, this video also became one of the fastest spreading commercials on YouTube, and became one of the most popular ads of 2013, according to Google.
The airline worked with the agency Crispin Porter to produce this campaign.
Recently, the airline launched an initiative that allows startups to pitch (via the in-flight entertainment system) to potential investors and audience when they are on the airline's plane.