Traditionally, the competitors’ legacy carriers have not leveraged Branded Entertainment.

Audience landed at the microsite through paid media and social media channels such as Facebook posts and tweets, both by direct posts from Virgin America and by retweets & pass-alongs through the public domain.

The campaign delivered over 14MM impressions, with an average click through rate of .62%. During the course of the campaign, branded search (for Virgin America) rose more than 50%.