Most Gogo users have probably noticed the “fun facts” that appear on one’s computer screen during an in-flight wi-fi session. For those who haven’t yet used this service, below is a sample of the types of facts that pop-up (to the side) on one’s computer screen when using Gogo.
- There are an average of 60,000 people en route, by air, at any one time in the United States.
- The Wright brothers’ first flight (120 feet) could have taken place within the economy section of a Boeing 747-400.
- “Go.” is the shortest complete sentence in the English language.
- On March 8, 1994, Don Ku was granted a patent for a wheeled suitcase with a collapsible towing handle.
- The first female flight attendants in 1930 were required to be registered nurses. In addition to serving the cabin, they took tickets, loaded luggage, fueled the plane, and even helped pilots push the aircraft into the hangar.
- Hartsfield-Jackson International Airport in Atlanta is now the nations’ busiest airport, taking the title away from the Chicago’s O’Hare for the third year in a row.
- Denison, TX, where Aircell began, is also the birthplace of Dwight D. Eisenhower, the 34th President of the United States.
- Did you know that some birds crossing the Caribbean fly at around 10,000 feet? That’s the same altitude Gogo service becomes active. In fact, a flock of whooper swans was once detected on radar at 29,000 feet.
- It’s a fact: Gogo is the first to bring affordable in-flight internet service to U.S. domestic airlines.
- Aircell (Gogo’s parent company) holds 15 patents on their innovations in airborne telecommunications.
- Did you know that Gogo was first conceived in 1991 on a napkin in a barbecue joint in Denison, TX?
Clearly, these “fun facts” are designed to start broad and then become more focused on the Gogo brand itself.
What Gogo is attempting to do here is impressive. The brand is trying to associate a feeling and emotional tone with something that is typically considered a commodity – namely wi-fi access.
Emotional brand assets are very important. At the same time, however, Gogo may want to consider highlighting the functional benefits of its brand – something that could easily be conveyed through their “fun fact” forum.
- How reliable is Gogo’s wi-fi system?
- How fast is Gogo’s in-flight wi-fi? Is it the fastest (on average) in the world?
- How secure are Gogo’s wi-fi services?
Conveying these functional brand assets alongside lighter, emotionally-oriented facts can create an effective brand positioning for Gogo by giving consumers the facts they need as well as the fun they want. After all, in-flight wi-fi is both a tool and a toy. Our own research shows that business travelers who use in-flight wi-fi are just as likely to check their work email as they are to send personal emails, check sports scores, or visit social networking sites.
In the interest of full disclosure, it should be noted that this blog entry was posted from 30,000 feet using Gogo’s in-flight wi-fi service.