CLIENT: American Airlines – Why You Fly
ROLES: Digital Strategy, Interactive Creative Direction (Design & Development)
OBJECTIVES: Help activate the new AA ad campaign launch via a “Stories” on-line contest. Offer high value prize structure to incant consumers to submit quality stories about “Why You Fly”. Obtain quality stories for various AA/t:m media communication vehicles (i.e American Way, PR etc).
SOLUTION: Develop an online interactive Flash contest that educates the users on the Why You Fly campaign and allows them to submit their own Why You Fly stories in the forms of written word, photo with caption and video.
7,851 Contest Entries
74,644 Total visitors to the Contest site
4,279,471 Site Hits
1,100 Viral E-mails (Send To a Friend)
11,116 Consumers engaged in the Opinion Poll
3,011 Consumers opted in to be a Contest Judge
785,100 AAdvantage Miles donated to the Make-A-Wish Foundation