Alaska Airlines is building a more positive relationship with its customers, one loop at a time.

The northerly carrier recently became the first airline to establish its own channel on GIPHY, and the early returns have been strong. Less than a month after launching its gif-based initiative, Alaska Airlines’ channel has received more than 191 million views.

Seattle-based Alaska Airlines came to GIPHY after partnering with Epic Signal, an agency known for its influencer marketing efforts. Each Alaska-branded gif features the hashtag #IFlyAlaska in its bottom left corner, but otherwise, the company’s integration into its short-form clips is unobtrusive. Take, for example, the most popular offering on the Alaska Airlines GIPHY channel. It depicts a startled woman in a movie theater; that not something you’d expect from an airliner, but it has performed excellently, reeling in more than 80 million hits.

via GIPHY

Alaska’s GIPHY campaign has been aided by several appearances on the platform’s homepage, where the trending gifs of the current moment are cataloged. The airliner is far from the first brand to establish a channel on GIPHY (the NBA has a particularly notable one), but the success of its page proves that companies in its field can score some much-needed positive PR by handing out goofy clips to consumers. We’ll keep an eye to see if others follow suit (looking at you, United.)

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