Hoping to position Lufthansa as bigger than just a German airline, digital agency Profero has helped it create MySkyStatus—a tool that has brought Lufthansa's branding catch-phrase, "passion for precision," to life in a hands-on way.

"Communications needs to have a use," explains Profero's Wayne Arnold in a recent article at Adweek. "Saying [you] have passion for precision is fine, but it's far more interesting if you can bring it to life."

MySkyStatus lets frequent flyers plug in their flight carrier, departure date and flight number. It then automatically updates your travel information—including changes en route—across both Twitter and Facebook, keeping family and friends apprised of your itinerary. Updates can happen as often as hourly.

"It's that fascination of your friends knowing what you're doing," Arnold professes. "We were joking this could replace the out-of-office [automated email message]."

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