As the airlines chosen partner, Merkle created a hashtag contest inviting people to share their own Wanna Get Away moments while promoting Southwest to be top-of-mind and interactive in social media. By posting contest submissions via Twitter or Instagram, consumers were invited to follow @southwestair, then share their funny or embarrassing moments explaining why they deserved an all-expense paid vacation to a destination like Belize to get away from it all. Consumers could upload a video or photo with their entry and were required to include #WannaGetAway and #contest.
Contest Submissions on Twitter and Instagram
The #WannaGetAway Gallery
Merkle aggregated and moderated all hashtags and shares and also hosted a gallery on the campaign microsite.
For data acquisition purposes, we developed also a separate microsite where members entered personal information to receive sweepstakes entries for another chance to win.