Most airline marketing focuses on the parts of the passenger experience that the airline can control: Legroom, food, amenities. Delta decided to focus on a part of the passenger experience that they cannot entirely control: Passenger behaviour.The idea: Come up with a language for travel, a "planeguage," that encourages better behaviour by having fun with bad behaviour. Distribution: Launched on Delta blog, aired on planes (125MM+ Delta passengers), seeded to travel sites, syndicated to YouTube. "Kidtastrophe" has been accepted to the 2008 Atlanta Film Festival.