Both Delta and American Express asked the team to develop a campaign to promote the Delta’s newly strengthened presence in New York City and a new direct route to Seattle. A coast versus coast competition seemed like a natural fit.
We created the #GoTo Instagram Campaign where New York and Seattle would face off to help support two local Junior Achievement affiliates. $50,000 was up for grabs, but it was up to users to decide how these cities divide the dollars. “Votes” were secured in two ways: either someone clicking on a photo from either New York or Seattle, or someone submitting a photo with the city’s hashtags. Both actions contributed to the city’s total score.
The campaign proved to be a great success in brand engagement for both brands. Over 500,000 photos were hash-tagged and the site had an average session duration of over 7 minutes.
