THE 14TH ANNUAL SHORTY AWARDS

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

Special Project

Special Project NEW!
From the 4th Annual Shorty Awards

Passport America

Entered in Facebook Campaign, Gamification

About this entry

Passport America was a social marketing campaign to grow Copa Airlines' Facebook fan base, generate massive brand awareness & increase ticket sales on its web site, featuring the prize draw of a lifetime: a Grand Prize consisting of round trip airfare for the winner and a guest to each of Copa's 59 destinations. To enter, people registered through Facebook Connect. Once in the experience they could collect multiple entries for the draw through a series of challenges, each one more engaging than the next and offering more chances to win in the form of additional sweepstakes entries: liking Copa’s Facebook Page earned you five entries, selecting your favorite top 10 flight destinations earned you another five, inviting your friends to register for the sweepstakes via your unique URL and Facebook shares earned you one entry per friend that registered using your unique URL, and booking a flight with Copa earned you a whopping 100 additional chances to win. Four secondary prizes were also raffled to keep momentum going and fans engaged on Facebook, consisting of a pair of tickets to one of Copa's destinations. For one final push, we added another four prizes exclusively for participants with the highest rates of social muscle. These all-star participants competed for the chance to win a pair of tickets to the destination of their choice by recruiting more users to the contest through Facebook posts and Wall shares with their unique URL. The all-star that recruited the most users was awarded round trip for themselves and a friend to one Copa destination. Finally, on December 15, the Grand Prize winner was announced. Facebook Marketplace Ads, e-blasts and traditional media, including print and out-of-home ads, spread Passport America far and wide. QR codes on Copa planes were even used to engage Copa flyers in airports and onboard to connect them to the mobile site. At the end of the campaign, Copa’s ROI expanded to 50 times its initial stake in the project. Over the two-month lifespan of the campaign, we saw an astonishing conversion rate of 59%. That’s almost a half-million visitors registered! So what was the result? The campaign earned Copa 133,000 new Facebook fans to boot. Visits to copaair.com more than doubled year over year. And of the 279,000 users registered for the promotion, a third of them were referrals generated by their friend’s invitations. In total, 1.3 million invitations were sent. But the best part of all was the overwhelming response from Copa customers. Copa’s Facebook Page now has over 200,000 users and boasts a near 10% consistent user engagement. At the end of the campaign, our results positioned Copa as one of the three most influential airlines on social media by Klout. Our top 3 ranking among Klout's 'Top 10 Most Influential Airlines' can be found here: http://corp.klout.com/blog/2011/11/top-airlines-with-klout/ VISIT OUR SHORTY AWARDS LANDING PAGE TO VEW THE PASSPORT AMERICA DIGITAL CASE STUDY: http://www.nobox.com/shortyawards

Why does this entry deserve to win?

VISIT OUR SHORTY AWARDS LANDING PAGE TO VEW THE PASSPORT AMERICA DIGITAL CASE STUDY: http://www.nobox.com/shortyawards Our top 3 ranking among Klout's 'Top 10 Most Influential Airlines' can be found here: http://corp.klout.com/blog/2011/11/top-airlines-with-klout/

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