CheapOAir was looking to increase their social media engagement in the US and had a big idea: What if they gave away fifty domestic round-trip tickets to a single person?
To support the contest, I created a social media campaign called "The Great American Showdown" which featured a bracket-style competition between 48 top destinations in the US. By pitting cities against each other, we were able to gain massive earned media and social sharing by natives who wanted their hometown to win.
Additionally, CheapOAir was able to learn which destinations resonated with their fans the most. In the end, the brand saw an 800% increase in social engagement and a 25% boost in new fans over the three month campaign.