When we partnered with Southwest Airlines to help them give away free tickets to their Facebook fans, we knew that there would be some healthy interest in the promotion. But since the December 8th debut of our Fans Fly Free Facebook app, more than 400,000 new fans have joined Southwest Airlines’ Fan Page, making it one of the most effective fan promotions in Facebook history.
To enter the sweepstakes, Facebook users must become fans of Southwest Airlines and complete the customer survey in the Fans Fly Free app before 11 AM CST on December 31st. One week later, on January 6th, 100 entrants will be randomly selected to receive a pair of round-trip tickets to any destination that Southwest flies to.
This is also a testament to the effectiveness of Facebook Engagement Ads then combined with a compelling call-to-action. We worked closely with Facebook and our partners at Camelot Communications, who put together a great media plan.
Having a robust fan base allows Southwest to create and sustain momentum on their own Fan Page, but, as noted in the Inside Facebook coverage of the promotion, the Fans Fly Free app pays an even greater ROI to the airline. The information shared by entrants via the app allows Southwest to custom-tailor promotional opportunities, which can be emailed directly to customers at the addresses provided when they enter.
We’re grateful for the opportunity to have worked with Southwest Airlines on such a spectacularly successful promotion, and we look forward to continuing to showcase the potential of social marketing in 2010 and beyond.
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