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Innovative Online Campaign Drives Ticket Sales with Rich Media Technology and Social Engagement

Strategic Insights

— 2 min read

Southwest Airlines is launching an innovative online campaign, "Grab Your Bag, It's On," to drive ticket sales in a rough economy. Teaming up with Microsoft and Interpolls, the campaign extends across various Microsoft properties, including MSN, MSNBC, and Windows Live. The national campaign targets frequent business travelers, encouraging them to "punch this economy in the nose" and book their travel.

Southwest is incorporating Interpolls' Rich Media Widget technology into its online advertising, enabling users to share the campaign-themed widget with friends, place it on personal pages, and access various features such as live news and video blog feeds. The Rich Media Widget ad unit includes a current promotional Bags Fly Free video, sweepstakes information, an instant booking form, and Twitter content and connectivity.

Key Takeaways:

  • Southwest Airlines is launching an innovative online campaign, "Grab Your Bag, It's On," to drive ticket sales in a rough economy.
  • The campaign teaming up with Microsoft and Interpolls extends across various Microsoft properties, including MSN, MSNBC, and Windows Live.
  • The campaign targets frequent business travelers, encouraging them to "punch this economy in the nose" and book their travel.
  • Southwest is incorporating Interpolls' Rich Media Widget technology, enabling users to share and place the campaign-themed widget on personal pages.
  • The Rich Media Widget ad unit includes a current promotional Bags Fly Free video, sweepstakes information, an instant booking form, and Twitter content and connectivity.
  • The campaign also features a Windows Live Messenger component that enables users to share the widget with their Messenger friends.
  • Sandra Howard, Director of Advertising for Southwest Airlines, emphasizes the 360-degree approach to engage the business traveler through Microsoft Mobile, Fox Sports, and online channels.
  • Peter Kim, President and CEO of Interpolls, highlights the innovative technology allowed Southwest to engage their audience with real-time calls-to-action and leverage a viral approach.

Statistics:

  • Southwest Airlines operates more than 3,200 flights a day and has more than 35,000 Employees systemwide.
  • The company serves 66 cities in 33 states and has recently updated its gate areas and improved its boarding procedure.
  • Southwest Airlines is the most productive airline in the sky, offering a reliable product with exemplary Customer Service.
  • The company's current customer base includes frequent business travelers targeted through the "Grab Your Bag, It's On" campaign.
  • The campaign also reaches users through social media platforms like Twitter and Facebook.

Sources:

  • Southwest Airlines
  • Interpolls
  • Microsoft
  • MSN
  • MSNBC
  • Windows Live
  • Fox Sports
  • NYSE: LUV
  • Los Angeles Times

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