Dallas Fort Worth International Airport unveiled it's new brand to the world on October 1, 2015, setting it's stance as a premier world-class global super hub, connecting you to your journey to the world. To support this grand initiative and important day, DFW partnered with the world's largest airline and partner, American Airlines, to launch a sweepstakes entitled, "Dream Journey" to gift 250,000 American Airlines AAdvantage® miles to a lucky winner for the ultimate dream vacation.
The Dream Journey Sweepstakes would position DFW to the community as a world-class global superhub that warmly welcomes travelers on their journey to discover, connect and grow.
Launching on October 1, the DFW Airport Dream Journey Social Media Sweepstakes called on DFW's Facebook, Twitter and Instagram audiences to share photos that inspired their dream journey for a chance to win 250,000 American Airlines AAdvantage® miles. Alan Swihart of Fort Worth was selected as the winner on Monday, October 20.
1. How did DFW customers engage in DFW's branding transformation for this sweepstakes?
- Share their dream journey for a chance to win a prize
- Two-week sweepstakes hosted on the DFW Facebook page, Twitter and Instagram
2. How did participants enter?
- For users on Facebook, Twitter, and Instagram, audiences used the hashtags: #MyDFWJourney, #TravelTransformed, and #WhatsNext, on their photo submissions
- Entries were featured on mydfwjourney.com
- Prize Awarded: pair of round-trip American Airlines business class tickets, good for anywhere in the oneworld alliance network
- Winner was selected at random
The winner selected, Alan Swihart, of Fort Worth Texas, submitted his photo via Twitter which featured a photo of him and his wife, Angela posing at the Great Wall of China. Swihart, a die-hard Dallas Stars fan, was surprised and very excited to be named the winner.
"Thank you so much!! Now i have to start planning a few trips!! #winner," he said.
Results from the Dream Journey Sweepstakes:
- More than 400 qualifying entries
- Twitter most popular platform for submission
- Coordination with our largest partner, American Airlines
- Successful cross-channel promotion
- Opportunity for customers to join the DFW transformation
- Positive customer engagement
- Successful integration of microsite--customers rewarded for submissions with features on microsite
Social Media Post Results:
Facebook (post attached)
- 45,541 people reached
- 509 likes
- 1,000 clicks
Twitter (post attached)
- Nearly 150,000 impressions
- 3,124 engagements
Instagram (post attached)
697 links
