Effectively Impacting the Consumer Through Digital Media

What was done successfully to meet the wants & needs of the target audience:

    The digital media piece I've selected to discuss today is "Tale of Tiger's Big Adventure Highlights Airports Commitment to Customer Service" from the 8th annual Shorty Awards. I found it to be a heartwarming story featuring a boy named Owen who had left his stuffed tiger at Tampa International Airport. The operations manager had found the stuffed animal and decided to take it on a tour around the airport, photographing the stuffed animal at various locations, creating storylines for each photo, and even creating a book of the tiger's adventures to give to Owen and his family when they returned. Tampa International Airport shared the story on social media where it went viral, showcasing their commitment to exceptional customer service and becoming an example of how small acts of kindness can make a big impact. 

    

    The operations manager's decision to photograph the lost tiger's adventure around the airport as well as create a book for the child adds a deeply personalized and emotional layer. The airport demonstrated genuine care by going above and beyond for a child, which can resonate deeply with travelers who value kindness and attentiveness. On social media, the airport shared the story with real photos and quotes, adding a layer of authenticity and relatability. The story became a symbol of Tampa International Airport's commitment to customer service, building trust and emotional loyalty amongst both current and potential travelers. 

How was the social & consumer experience addressed? Was this done successfully?

    The experience was addressed through emotional engagement, authentic storytelling, community building, etc. Tampa International Airport used a relatable moment (a child losing a toy) and transformed the recovery of the lost stuffed animal into a heartwarming adventure, creating an emotional narrative that resonated with families, travelers, and society as a whole. Additionally, the story was shared exactly as it happened, building trust through their transparency and allowing the audience to feel as though they are a part of the journey. The story sparked other individuals to share their own positive experiences with the airport, reinforcing a sense of both community and loyalty. Lastly, the campaign was shared through Facebook, Twitter, and the airport's website, allowing a larger margin of accessibility and visibility to the story. This led to the story eventually being picked up by major media outlets, further amplifying the message far beyond Tampa. 

    This was successful for various reasons. Starting with engagement, Tampa received over 115,000 Facebook interactions, 78,000 Twitter impressions, 64,000 visits to their website, etc. The story was picked up by major media outlets globally, featured by CNN, NPR, Time, as well as media in Europe, Canada, and New Zealand. Lastly, the story gained brand loyalty and industry recognition. 

How were the digital media followers handled? 

    The airport engaged with its followers rather than just posting the story and leaving it at that. The interaction with the audience made followers feel seen and valued, further encouraging more engagement. The story was shared on social media with a link to the full article on the airport's website, driving traffic to their website whilst keeping the posts both digestible and entertaining. Again, the story's virality was fueled by social media, leading to international media coverage and reinforcing Tampa International Airport's brand. 

Is there something that could have been done differently to make that experience more efficient? 

    The airport could have posted real time updates about the tiger's whereabouts rather than waiting for the family to return before posting. I believe this would have built excitement and anticipation, as well as promoted further engagement and potentially more virality as the story unfolded. The airport allowing the story to unfold naturally could make the story feel more genuine and authentic as well, leading to stronger emotional resonance from the audience. 

What is the company doing effectively now? How are ethical engagements on social media helping with effectiveness? Does the company use a mobile application/how does that meet consumer's needs? 

    Tampa International Airport's social media seemingly uses humor to build community and brand loyalty. Campaigns such as naming the giant flamingo "Phoebe" and their playful rebrands have gone viral, turning public art as well as airport culture into shareable moments (Franetic, 2025). Additionally, the airport averages 809 social media messages per weekday and has over 500,000 followers, making it the most followed US airport (Amorim, M. 2025). Their social media guidelines emphasize respectful, inclusive, and transparent communication, with their platforms being designed to foster two-way communication with travelers, actively monitoring and restricting inappropriate comments (ensuring a safe and respectful online space), and building trust and emotional connection by valuing authenticity and transparency (TPA). These ethical practices help them to maintain a positive brand reputation, encourage organic engagement, and strengthen consumer loyalty. Additionally, the airport offers two mobile apps "TPA Info App" and "TPA to Go (via Uber Eats)." TPA Info App features live flight tracking, arrival/departure boards, currency converters, trip management tools, etc. Additionally, the airport was the first in the US to partner with Uber eats for mobile ordering (TPA, 2023). The apps help to reduce stress, save time, and offer personalized support to the consumers! 

References: 

    Tale of Tiger's Big Adventure Highlights Airport's Commitment to Customer Service. Shorty Awards. Tale of tiger's big adventure highlights airport's commitment to customer service - The Shorty Awards

    Franetic. (2025). Tampa Airport's Social Media Whiz on Strategy and Humor. Franetic Digital Marketing Agency. Tampa Airport's social media whiz on strategy and humor in 2025 - Franetic | Marketing and Digital Transformation Agency

    (2015). Tiger Tale Grabs Global Headlines. Tampa International Airport. Tiger tale grabs global headlines

    Amorim, M. (2025). First-Class Branding: Tampa Airport's Social Media Guy Talks Strategy, Crocs, and Cheeky Humor. University of South Florida. First-class branding: Tampa airport’s social media guy talks strategy, Crocs and cheeky humor | USF Muma College of Business

    Social Media Guidelines. Tampa International Airport. Social Media Guidelines | Tampa International Airport

    (2023). Airport's TPA to Go mobile-ordering Program Partners with Uber Eats. Tampa International Airport. https://news.tampaairport.com/airports-tpa-to-go-mobile-ordering-program-partners-with-uber-eats/

A Day in my Life

 The Sites/Applications I use Most Frequently:

    On a day to day basic, I typically use I-Message, Snapchat, and Instagram to stay connected and communicate with my friends and family. In addition, I utilize a digital calendar, the Notes app, and an app called Structured. My calendar allows me to stay organized and plan my days/weeks accordingly based on what classes I have to attend, meetings/appointments I may have, etc. Structured works in a similar way, I utilize the app to create a daily planner for myself on days that are especially hectic and busy. I utilize my Notes app to keep track of my finances and jot down any reminders for myself. Together, these three apps help to keep me organized and levelheaded! Lastly, I utilize apps such as Spotify to listen to music or podcasts when I'm getting ready in the morning or whilst driving. 

Reaction to Various Types of Digital Media:

    My emotional reaction to digital media differs depending on various factors. For example, social media can be an amazing tool to stay connected, learn more from others, express myself creatively, be inspired, etc. Conversely, at times I can find myself becoming distracted by social media and scrolling for hours. It can leave me feeling inspired and connected or it can leave me feeling unproductive and unhappy with how I spent my time. Using a digital calendar, the Notes app, and Structured relieves stress and anxiety whilst making me feel productive and organized. Lastly, using Spotify to listen to music or podcasts typically leaves me feeling energized and upbeat, especially if it's to have a little dance party or car karaoke. 

What I notice about Digital Media in Marketing Today:

     Modernly, I've noticed digital media being used heavily (and almost exclusively) in marketing. I see less businesses using physical marketing strategies such as EDDM (every door direct mail) or utilizing flyers. Rather, I feel businesses have shifted their focus towards digital marketing such as social media advertisements, email campaigns, paid advertisements on streaming platforms, etc. Within my occupation, I do a lot of marketing (both digital and physical) and I've noticed digital marketing being substantially easier and more cost effective. To provide examples:

    Reaching your target demographic is (in my experience) far easier when using digital marketing strategies such as social media content, digital flyers, or email campaigns. Rather than creating flyers, getting them printed, looking into demographics for EDDM, hoping the routes you select will reach your target demographic, going to the post office to send them out, etc... You can utilize social media to reach your target audience using SQO optimization, utilize SEO for a Google Business profile, utilize digital flyers to reach far more individuals (for far less money and resources), etc. Additionally, depending on what type of digital marketing strategies you are utilizing, it's typically more cost and time effective than that of physical marketing strategies. 

    I believe businesses redirected their marketing strategies towards digital marketing because receiving detailed insights on ad performance and such is easily accessible and readily available, making it easier to implement better methods to market. In addition, cost effectiveness, time consumption, reaching target demographics/potentially a broader audience, etc; plays a huge role in deciding what marketing strategies to implement, and I believe digital marketing has been extremely useful for myself, the business I work for, and many other businesses!