Cannes Lions

Delta DreamHunt

WIEDEN+KENNEDY NEW YORK, New York / DELTA AIR / 2017

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Overview

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Credits

Overview

Description

L.A. is a city ?full of up-and-coming professionals relentlessly pursuing their passions. To reach Angelenos where they work, we gamified L.A. by turning the city and it's neighborhoods into one big treasure map by using Snapchat geo-filters. Neighborhood by neighborhood, we “hid” Delta prizes throughout L.A. But we didn’t buy the largest Snapchat geo-filters we could; we created the smallest geo-filters Snapchat would allow. To help Angelenos find the hidden filters, clues to the locations were posted on social media. Once someone solved the clue, found the filter and snapped it to Delta, they were entered for a chance to win that week’s prize.

Execution

The Delta DreamHunt was localized to L.A. and rolled out over five weeks in September/October. An introductory video explaining what Angelenos needed to do to participate ran each week of the campaign with paid support on Facebook?, Twitter,? YouTube?, and Snapchat. Through Delta and influencer social channels, clues to the location of each filter were seeded each week. Once participants solved the clue and found the filter, they snapped it to Delta and were entered to win prizes such as free flights, 100,000 SkyMiles, and experiences with influencers, like a cooking lesson with renowned L.A. chef Ray Garcia or a shopping spree with Nasty Gal founder, Sophia Amoruso.

The campaign was successful in bringing the ?”Dream Up L.A.” story to life. We built awareness of Delta's unique product offerings and showcased how they can help Angelenos on the journey to achieving their dreams.

Outcome

Delta DreamHunt achieved the goal of increasing positive perception among Angelenos ages 25-40 with the following results:

85% of Frequent Flyer consumers in L.A. were aware of the ?campaign and 75% understood the key message that Delta is there to help them achieve and further their dreams

Delta’s LA Brand Health and Experience tracking saw upticks in Positivity & Persuasion during the course of the campaign.

Further, the campaign reached Angelenos with over 130M total impressions, including:

44.4M impressions from PR for an estimated ad value of $3.5 million

55M impressions generated by the hashtag #DeltaDreamHunt

10.2M impressions from influencer social posts

Almost 1M unique users and 3.8M impressions with a :10 video on Snapchat

7.8M impressions via a launch story on? Mashable

The hashtag #DeltaDreamHunt generated more than 55M impressions over the course of the activation

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