campaign SOCIAL VIDEO EMAIL Website#SkyMilesLife
In a world where we follow our feeds, #SkyMilesLife is making the airline loyalty program mean more. Anchored by the first travel search engine fueled by Instagram, the #SkyMilesLife campaign has helped turn a program that was once ruled by miles and stats into a movement built on connecting with fellow travelers.
Awards: Gold + Silver Regional Addy, Webby Honoree
Created at Digitas | Role: ACD / Sr Art Director
Collecting the content
We started our campaign with targeted placements, encouraging active travelers to bring us along on their trips. User-generated content poured in at a record pace, and we were ready to go live.
120,000+
#SkyMilesLife adventures
As our hashtag took off, travelers organically joined in the #SkyMilesLife, making it a regular part of their Instagram caption vernacular (all with minimal paid media support). The campaign has since expanded to include a Facebook group.
Endless travel inspiration
Custom content filters let travelers sort UGC by place, interest & type of trip, creating a travel inspiration engine entirely powered by the trips of fellow SkyMiles Members.
SEARCH
Search the site for destinations or specific keywords to get to your destination quicker
GET INSPIRED
Use category filters to discover something off the beaten path
GO
Each photo leads to more inspiration through content tags, or directly to your next flight
Where to next?
We introduced DeltaSkyMilesLife.com on social and via email, encouraging travelers to search the site for their next destination. We created a series of videos for Instagram and Facebook in-feed content, as well as versions modified for Instagram Stories.
Telling stories with real member moments
We used our members' incredible photos and stories to inspire new trips, creating a content series highlighting popular categories and destinations tied to fare sales.
Videos onboard Delta flights worldwide and on Delta social celebrated #SkyMilesLife contributors.
