AIRTRAN U EUNICE CAMPAIGN
Hitting a narrow target.
AirTran U is an AirTran Airways program that allows people from the age of 18-22 to take advantage of really cheap airfare. In order to reach this very narrow target market we took our message where the students are—on campus, and we kept our message interesting.
In 2007 we leveraged AirTran’s faux university and created Eunice, AirTran U’s fun-loving mascot. AirTran asked eager college students to submit their best cheer using printed Eunice masks that were seeded on college campuses. Eunice enticed people to her EweTube contest via street teams, social networking sites and even spring break hot body contests. Once at the EweTube contest page contestants could submit a cheer video using the seeded ewe masks. The winner would recieve a free round trip flight for themselves and three friends on AirTran Airways.
Eunice Mask
Street Teams
EweTube Contest
Social Media Goes Viral
