We created “Different Works”, an integrated campaign to generate optimism around the union of Alaska and Virgin by celebrating other successful odd pairs in pop culture. Two completely different things that, when put together, have made something even better. Like chicken and waffles, or camera phones, or bubble soccer.

The 360 degree campaign targeted flyers and Virgin America loyalists at key touchpoints along their journey with airport launch events, out of home takeovers, social content, seatback entertainment, bacon doughnut giveaways and even a guest appearance and endorsement on Ellen, America’s biggest daytime talk show.

The Different Works campaign proved to convert skeptics of Alaska’s acquisition of Virgin America. Thanks to a +42% jump in social sentiment after campaign launch, the acquisition had a 97.6% positive reputation score on social media. (Source: Synthesio, a global social listening research platform.)