Goal
Create a social campaign that would feature Hawaiian Airlines' growing list of destinations and reward social sharing to spread the word.
Approach
Customers were invited to build an Aloha Passport by picking their six favorite flight destinations. Then they used their webcam to pose for six photos. The final pictures were electronically stamped with icons from each of the chosen destinations and were posted to the public gallery for the sweepstakes contest.
The top prize was a pair of tickets to the chosen destination, plus a second prize of 100,000 HawaiianMiles for the passport rated best by the public. This triggered participants to share their user-generated content on social networks and rally their friends and family to “like” their entries.
Stats
43X ROI
Over 10% of 20,000 participants bought a ticket
Every social share generated an average of four returns
Above: Facebook tab with photo gallery.
This video shows the process. (Narrated by strategist Daniel Wood.)
Above: Banner ad for Hawaiian Airlines home page and email sent to HawaiianMiles members.
Above: Actual contestant photos.
Awards
2011 Webvisionary Winner: Friending Social Category
2001 Rosey Merit Award
Creative Team
Creative Director: Mark McCarthy
Designer: Jennifer Rouse
Strategist: Daniel Wood
