Imagine Dragons, Southwest Host an In-Flight Concert
In a competitive field of discount carriers, Southwest Airlines wanted to build brand affinity and awareness among adults ages 18 to 54. Turns out, the way to do that was through music, specifically Imagine Dragons, one of the hottest bands on the planet. The big idea was a fully integrated, never-been-done-before program in partnership with the band, which wanted to celebrate with Super Fans in cities that launched its career—Los Angeles, Salt Lake City and Las Vegas—along with Atlanta, a new priority market for Southwest.
The highlight was a “Live at 35” concert in the air along with a tour that gave Southwest multiple opportunities to create original branded content for the airline and the band. The fully integrated program included a geo-targeted Twitter Scavenger Hunt, a microsite, a National Flyaway sweepstakes, heavy social activity, local radio promos, major media partnerships and a massive p.r. push. Facebook, Twitter, Instagram, YouTube and the Southwest and Imagine Dragons’ websites were leveraged to seed original content and fans’ social efforts. Social media proved the critical ingredient for creating this pop culture phenomenon. As fans shared the music performances online, awareness for Southwest increased and Imagine Dragons album sales really took off.