vip of travel
American Airlines and Up in the Air
idea
Create a two-phase promotion designed to align travelers with George Clooney's character, the "VIP of Travel."
ignition
In partnership with Paramount Pictures, American Airlines developed a two-tiered promotion including a sweepstakes and auction allowing travelers a chance to win or bid on movie and travel-related items.
The first phase introduced American Airlines' affiliation with the movie by offering consumers who booked a trip at AA.com a chance to win a trip to the Los Angeles movie premiere.
Next, in conjunction with Paramount's rollout of the movie into theaters, we gave AAdvantage members the opportunity to use AAdvantage miles to bid on travel, unique experiences, and movie related auction items; watch the movie trailer for a chance to win a trip; and share the promotion with a friend for an extra chance to win.
Support: Print, in-flight audio and video, TV, Internet, email, direct mail, OOH, in-airport signage, and social media.
impact
Exceeded engagement estimates by 20 percent.
Exceeded conversion rate by 4 percentage points.
Exceeded mile redemption goals by 100 percent.
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