American Airlines Mobile Promo
idea
In August 2010, American Airlines launched its app for the iPhone and iPad. While many airlines have launched apps that enable users to view flight information, the American Airlines app delivers information specific to user location and phase of the travel process. The Marketing Arm set out to drive downloads of the application, create awareness, and increase the popularity of the app in the iTunes App Store.
ignition
We created a video that used the iPhone tap/swipe experience to show how the app replaces the need for traditional airport information sources. The video drove users to install the app for a chance to win a million American Airlines AAdvantage miles. Users were prompted to enter the Mobile Million Sweepstakes the first time they opened the app. Without leaving the app, users could enter the sweepstakes, watch the promo video and email it to friends for an extra entry.
The Marketing Arm’s integrated activation also included a promotional email sent to the American Airlines consumer base, promotional banners featured on AA.com, in-flight viewings of the promotional video, and a social media push via the American Airlines Facebook page.
impact
On the day that our promotional email was sent, the American Airlines app was the #1 Travel App and #19 in the Apple Top 25 Free App list. Furthermore, TMA drove over 400,000 total visits to the promotional landing page.
