2017 marked the 30th anniversary of the Citi® / AAdvantage® card. To generate awareness of this long-lasting partnership and celebrate the card’s rich history, Citi and American Airlines launched the 30 Years of Wow contest on Instagram. Users were asked to share their favorite “wow” travel moment from the last 30 years, reveal where they’d like their next “wow” moment to be, and tag @Citibank and the contest hashtag.
The contest deepened engagement and reinforced awareness of the partnership through a three-phased approach. Phase one celebrated the partnership, the contest launched in phase two and phase three announced contest winners. Three grand prize winners were awarded 300,000 AAdvantage® miles and a $3,000 cash award to cover travel expenses. An additional 30 honorable mention winners were awarded 30,000 AAdvantage® miles.
30 Years of Wow was an outstanding success and delivered against key campaign metrics. An easy to understand message with a simple call-to-entry garnered over 8,000 entries, each carrying its own unique narrative of adventure and exploration. Additionally, the campaign saw high positive/neutral sentiment. A majority of comments were fueled by consumers’ excitement, particularly around the chance to win a prize that could underwrite the cost of a new “wow” moment.
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