One of the most successful of airlines, Allegiant is also one of the least known. Seeking to change this, Allegiant alongside Event Marketing Strategies (EMS) developed and executed the Get Away Your Way #GetawayCar Sweepstakes—a national campaign with the primary goal to drive reach and awareness for Allegiant as an airline option for potential consumers in 80 of the 118 markets in which Allegiant currently serves.
5 Days – 80 Cities – 57 Cars
Centered on the #GetawayCar, 57 mid-sized SUVs decaled with Allegiant branding and sweepstakes information hit the road from the east to west coast, covering 80 U.S. cities over a five-day span. Teams aimed to get potential customers jazzed about Allegiant and offer them an opportunity to win the ultimate airline grand prize: flights for life!
To accomplish such a feat, street teams of four were assembled, trained and outfitted in Allegiant branded t-shirts and jackets. Paired with their #GetawayCar stuffed with premium item giveaways, sweepstakes handouts and register-to-win slips in hand, the campaign launched Wednesday, January 10th. Simultaneously, over the five-day activation, 57 teams across the country drove the #GetawayCar around cities within their specified market each day. Teams were provided daily suggested routes consisting of local popular events and venues that attract high volumes of foot traffic. Locations ranged from local college campuses, sporting events and concerts to parks, landmarks, restaurants, coffee shops and strip malls.
At each destination, the team parked the #GetawayCar and jumped out surprising and delighting bystanders with the Get Away Your Way #GetawayCar Sweepstakes. Generating excitement, they handed out an assortment of beach themed branded premium items including palm tree gel packs, ice scrapers, beach totes, lip balm, koozies, sunglasses, and water bottles. Teams also engaged curious participants by educating them on Allegiant and inviting them to register-to-win through social media and paper entries.
On-site teams and participants posted the #GetawayCar whereabouts via public social media channels, buzz spread the word about the sweepstakes, attracting local fans to spot the #GetawayCar for their chance to win. The buzz even caught the attention of local media crews who broke news of the event through local news and TV stations.
For its first, national experiential marketing campaign, the Allegiant Get Away Your Way #GetawayCar Sweepstakes was an enormous success. These results combined with the media attention gained and buzz generated during the campaign exceeded Allegiant’s awareness goals – making their presence known in cities across America.
earned media impressions over 5 days
overall Twitter and Instagram impressions captured over 5 days
qualified entries were submitted on-site, through social media and online