Alaska Airlines took a gamble on GIF marketing, and it’s paying off.

Alaska Airlines took a gamble on GIF marketing, and it’s paying off. The brand has quietly accrued 191 million views on GIPHY within a month of its launch. It’s the first airline to come to the platform at all, and the content they’ve released so far is lightly branded with just an #IFlyAlaska hashtag in the corner. The GIFs themselves may not invoke images of an airline; for instance, “a startled woman in a movie theater” animation got “80 million hits.” (Tubefilter)