Coinciding with the unveiling of its refreshed logo, livery, and overall creative look, Hawaiian Airlines launched a visually stunning and informative sweepstakes called, “The Language of Lei”. The theme of the sweepstakes celebrates Hawaii’s popular Lei Day holiday while spreading awareness for the brand refresh.
Marketing Campaign Objectives
- Obtain valuable first-party data and marketing opt-ins for re-targeting
- Align the new visual system with an engaging experience for prospects
- Build brand awareness for Hawaiian culture and Hawaiian Airlines by educating entrants about the significance of lei
- Maximize entries using Twitter and Facebook campaign sharing options
Sweepstakes Solution
Each year on May 1, the state of Hawaii celebrates Lei Day by making and giving beautiful lei as an act of sharing aloha. As Hawaiian Airlines strives to share aloha with its guests every day, Lei Day was a meaningful and symbolic opportunity to unveil its refreshed logo, livery, and overall look. After achieving successful results from last year’s sweepstakes created using Marigold Grow, with a 60% conversion rate and over 114k entries, Hawaiian Airlines is yet again sharing the spirit of aloha in its newly launched sweepstakes campaign, “The Language of Lei”.
Promoted on Hawaiian Airlines’ website homepage, and published to a unique microsite, the sweepstakes features the perfect combination of eye-catching photography, fun-facts surrounding Hawaiian culture, and plenty of information about the brand refresh itself. From understanding the history behind Lei Day to learning about the meaning of the vibrant Hawaiian plumeria flower, website visitors can scroll through a stunning visual display of fun-facts that align with the essence and authenticity of Hawaiian Airlines before being directed to a video announcing the brand refresh, as well as the sweepstakes form itself.
Upon entry of the sweepstakes, participants are required to submit a few personal details into the form, including their name, email address, and zip code, and can also opt-in to receive future marketing communications including the latest news and offers from Hawaiian Airlines. To incentivize participation and to maximize the number of entries, Hawaiian Airlines is giving eager travelers the chance to win an incredible 140,000 HawaiianMiles in return for their participation (that’s enough for a round trip flight for two to Hawaii!). On completion of the quiz, Hawaiian Airlines has also featured social sharing options to Twitter and Facebook, where participants can share the campaign with their friends.
