OREANDA-NEWS. September 06, 2011. While formerly Estonian Air has used social media mostly for pushin fans news and fostering customer dialogue, the airline is aggressively investigating new methods to monetizing social media, reported the press-centre of Estonian Air.

Multiple unique experimental approaches like regular, reverse and group auctions have been tested this summer. Estonian Air created yet another creative campaign "Pay your own price", where those chosen were allowed to make their own price suggestion for a flight ticket. Five lucky ones were chosen from among 300 interested and will now fly Estonian Air to Paris, London, Amsterdam, Brussels and Stockholm.

"This was the first auction of its kind in the airline industry. Price offer could not only be made on emotional grounds, but required a short pricing presentation on fare elements like airport taxes and fees. Our goal was to agree on a mutually satisfying price point," Gunnar Magi, Director of Development and Marketing of Estonian Air explained.

Estoninan Air will continue trying new and now proven approaches in social media. The underlying reason for such campaigns is to develop new sales channels and reward loyal fans for their support with attractive offers.