2014
SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE
CONTACT INFO
CONTACT INFO
ANDREA URIOSTE
ANDREA@MODERNECOMMUNICATIONS.COM
516-594-1100
MODERNECOMMUNICATIONS.COM
CAMPAIGN: ALASKA ACTS OF KINDNESS
#NONSTOPSERVICE
CLIENT: ALASKA AIRLINES
AGENCY: MODERNE COMMUNICATIONS
Services Provided During Activation:
• TECHNOLOGY: Smart Activator Branded Photo and Data
Collection Application
•EVENTS: Street Teams, Giveaways, Consumer Interactions
•MEDIA: Social Media Guide
Our Objective? Engage Seattle-area travelers during the
cluttered holiday shopping season & grow Alaska Airlines’ share
of voice in a highly competitive market.
Our Strategy & Approach? During the busiest & most
competitive time of the year, Seattle’s hometown airline
partnered with Moderne Communications to bring value to its
frequent flyers in a surprising way. Alaska Airlines emphasized
their in-flight service & the most non-stop flights than any other
airline with street teams via surprise & delight value-based
tactics. Alaska Airlines showed their appreciation to travelers
via acts of kindness and non-stop for 7 days. These included
blanketing Seattle with warm drinks at cold outdoor venues,
to gift-wrapping in malls, to warm weather teams handing
out scarfs, hats and umbrellas to customers on the street.
Additionally, the brand handed out a total of 160 free round trip
tickets as an additional surprise and delight tactic. Moderne
Communications put together an action plan & a “Newsroom”
team in place to give us the flexibility to optimize the program
www.eventmarketer.com throughout the activation period and react to consumer
reactions in real time.
We had social media integration during key consumer touchpoints during the activation giving the program the ability to
garner further reach, awareness and engagement via online
channels.
What Where the Program Results? We surpassed earned
media expectations, drove organic media coverage across local
media channels and showed Seattleites and their frequent
flyers Alaska Airlines’ commitment and appreciation in a
unique and surprising way. The program resulted in thousands
of positive conversations offline and via their program
#nonstopservice across social media. These results included:
•Street teams blanketed Seattle at over 30 locations
throughout the 7-day activation period
•Over 16 million online & in-person impressions
•Earned media value 6x of the program cost
•160 round trip tickets given away
•Over 6 thousand impressions of program posts shared on
social media
•Over 15,000 branded giveaways/samples distributed
•Thousands of happy customers!
•3,261 number of photos captured
JUNE/JULY 2014 EVENT MARKETER
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