Delta Soars with a Social Action Campaign
The sky was the limit last year when it came to promoting Seattle, a priority market for Delta. The airline partnered with music artist Michael Bublé in an arrangement that involved social and digital elements as well as an exclusive VIP reception for 100 Delta customers before his show at Seattle’s Key Arena. A Delta and Michael Bublé co-branded microsite engaged fans and current and potential Delta SkyMiles members on a national scale and drove awareness around Delta’s service expansion in the Seattle market. Fans were encouraged to complete a series of social actions to win one of four grand prize flyaways to attend the show. The hashtag #DeltaSEA was integrated into all social media elements to encourage and track social chatter.
The Michael Bublé #DeltaSEA Contest was hosted on the custom website flyawaytobuble.com where users vied for the flyaway prize. To authentically integrate Delta’s branding into the creative and consumer entry process, social action benchmarks were tracked by electronic stamps in a “passport.” Users first authenticated their Facebook account, selected a destination from Seattle that Delta wanted to promote, then received three chances to choose a matching pair of seats for a chance to win the grand prize. After the promotion ended, a splash page reminded users when winners would be notified.
More than 10,800 users entered the contest and the promotion generated 21.3 million impressions.