Brian O'Toole: Integrated Marketing Expert + People Leader
Brian O'Toole: Integrated Marketing Expert + People Leader
Marketing to both country music’s biggest stars and biggest fans with one strategic campaign from the CMTMA red carpet
Our primary objective was to help American Airlines create meaningful connections with prospective first class flyers (i.e. talent and their management).
The secondary objective was to bring the American Airlines first class experience to life through consumer facing content to drive brand engagement.
By creating an award show experience, we could physically showcase the first-class experience that American Airlines provides IRL to celebrity talent and their managers, while organically capturing star-studded branded for fans at home to engage with before, during, and after the show.
We partnered with American Airlines to the our first-ever branded red carpet experience at the CMT Music Awards.
As the stars completed their press obligations on the carpet, they entered the American Airlines Red Carpet Experience, a branded environment designed to give talent a one-of-a-kind place to relax and grab a drink before taking their seats for the award show.
Social influencer and country’s favorite magician, Justin Flom, served as the host and social correspondent of the experience, engaging and captivating the stars of the CMT Music Awards with his extraordinary illusions and mind-bending tricks.
Justin’s presence created a stickiness to the space, fostering celebrity talent to spend more time in the branded experience. It also created a unique storytelling opportunity for consumer facing content.
To create an additional engagement point with talent, celebrities visiting the activation were invited to sign a custom guitar with each signature earning 10k AAdvantage Miles for American Airlines’ Miles For All Who Serve Program.
We then leveraged this one-of-a-kind collectors item to inspire fans at home to join CMT and American Airlines in saying thank you to the troops with a pro-social digital/social sweepstakes.
American Airlines viewed this campaign as a huge success, as we engaged over 175 prospective first-class ticket buyers on the red carpet. Furthermore, we generated 700k AAdvantage Miles for military members and their families through celebrity autographs.
Consumers were able to enjoy the first class experience, with our digital and social content reaching 1.7M people and generating over 450k video views.
More so, the consumers we reached were highly engaged, with almost 15% of all engagements being organic post creations, which is regarded as the highest level of engagement since fans and talent post campaign-related content directly to their followers.