The best way to get some rolling brand love is to create something really useful and make it free for your crowd. Norwegian.no offers free WiFi on selected flights and with success if you listen to the users. From time to time I read status updates or tweets from friends with a "Wow, I´m xx feet off ground writing this update from my Norwegian flight". That´s really good advertising. So skip all the social media strategies, buzz metrics, number of likes, thumbs up, competitions etc. and create an innovative, useful, free and unexpected (in the sense, that people would expect it to cost) service for your crowd and you will get the genuine brand love.
In a market where it´s all about price it´s a clever way to stick out from competition. So, great work norwegian.no
