Delta takes us backstage to launch mobile app

I think most of us at some point have found ourselves wondering “What happens behind the curtain?” as we wait for luggage at the baggage claim.  Delta has shed light on this mysterious subject with a short film tracing the journey of a bag kitted out with 6 cameras as it travels from Altanta to New York.  A nice way to promote a new baggage tracking service.

It’s refreshing to see a brand promote a mobile app with short 2 1/2 minute film instead of the “me too” demo style videos that we see so much of.  I also like the fact that they give one reason to download the app, rather than explaining how to use it.

Nice editing makes what could be a dull film strangely compelling, and with nearly 1.5 million views it’s performing well.

via Contagious.