Campaign: AmEx & Delta, “SHARE”
Creative Direction, Project Management
American Express & Delta Airline, Share multipoint experiential campaign
Delta Airline and AmEx, wanted to create a national multipoint campaign to bring attention to new routes linking new cities nationaly and throughout the world.
The campaign was to encapsulate an online experience connecting social media and a web presence, as well as event marketing, guerilla marketing and enhanced branding of the joint campaign.
The campaign was based on a gamification of the Amex/Delta miles system, with an emphasis on collecting new social media and email contacts.
the game was to collect more miles through touchpoints in airports, event spaces, and various retail locations.
The idea was to collect stamps at these various locations and in the process collect miles that would be added to your airline miles accounts.
The “Share” aspect was that you earned more miles the more you connected new people to the campaign through your social media accounts.
Here the direction was to create a new campaign brand that would both connect the 2 distinct companies identities but also elevate by emphasizing their similar values.
We created a campaign web site & online game, web banner campaign, event marketing collateral
materials, brochures and other print material, as well as billboards and location banners.
The Web Microsite Experience
Social Media Campaign
On this project my role was to coordinate the different teams working on these assets, while guiding the visual direction, coordinating between engineering and user experience teams and managing the designers workflow.
Mobile App Experience
Event Collateral
materials:
Airport lounge napkins, NY/Boston vinyl Marathon Balloons, and Large campaign billboards
eMail Campaign:
Email campaign from both brands as well as the new Share brand.
