American Airlines finds a unique way to launch
When American Airlines was looking for a unique way to announce the launch
of their direct flight to Shanghai from Chicago, we were tapped to help
plan the outdoor media needed to reach the business traveler in Chicago.
After planning and researching what would be the best way to reach potential
passengers, a very unique approach was reached: street teams would distribute
fortune cookies in Chicago's very crowded business districts. Each
cookie would contain a customized message for added fun! For example,
“Nonstop to Shanghai on American Airlines, your perfect match”.
In addition, a caravan of 4 scooters towing backlit panels would tour the
city streets day and night to help spread the word. Scooters would
also be parked as stationary signage at highly visible locations like Union
Station and the Financial District / Loop. Then, it was activation
time!
The result: 10 brand ambassadors distributed 100,000
fortune cookies over 6 days to highly receptive Chicagoans —
with 47,000 additional direct interactions! We handled all of the
details for American Airlines and their agency including branding the cookies,
sweatshirts and carry-on luggage cases for all street team members. In
addition to the huge quantity of fortune cookies distributed, street team
and scooter locations were changed on-the-fly to follow the crowds of professional
Chicagoans on each day — one of the benefits of having a manager on
site!
