THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

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From the 4th Annual Shorty Awards

Mystery Miles: More Than 230,000 Take Flight on Facebook With The AAdvantage Program

Entered in Facebook Campaign

About this entry

SITUATION ANALYSIS In early 2011, the American Airlines AAdvantage marketing team approached Weber Shandwick about launching dedicated Facebook and Twitter social media channels for their AAdvantage loyalty program. Recognizing AAdvantage’s built-in audience of advocates, strong brand and inherent opportunity within the social space, AAdvantage was deemed a “nobrainer" for social media. As the first domestic airline to launch dedicated social channels for its loyalty program, AAdvantage needed a way to generate awareness within its current member base as well as the broader social media landscape.

Entrant Company / Organization Name

Weber Shandwick

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