Often airlines carry a negative stigma, but Delta airlines worked to improve the flying experience by adding comfort and conveniences for their flyers. They asked my team and me at Digitas to create a rich media and social media campaign that showcased their improvements.

We crafted a campaign that highlighted the amenities flyers appreciated, like more legroom, charging stations for cell phones and laptops, and free inflight wi-fi. In addition, our campaign featured dynamic content that incorporated real-time data and also allowed a user to interact with the ads. As the campaign evolved, we partnered with TED to foster engagement with passengers and inspire them to submit their flying improvement ideas. This spin-off campaign was called, Ideas In Flight.

The success of Ideas in flight earned my team and me an Active Branding Award for the engagement and collaboration generated through Facebook.

Additionally, Ideas In Flight encouraged not only passenger interaction but also employee contribution by way of an Employee Photo Contest. As a result, I developed the microsite inspired by old-fashioned accordion photo albums to display a variety of photo submissions at one time.