Following the airline industry consolidation, a key focus for Delta was to "Win in New York," the #1 aviation market in the world. So Delta launched Nonstop NYC, a highly innovative use of game science requiring seamless integration across multiple channels. The magic was in getting people emotionally invested in the "Win in New York" brand conversation. The core of the campaign was the Red Coat Challenge, which released clues to find the Delta Red Coat hidden each week around NYC. 40 winners received an unforgettable trip from NY to LA for a private concert with the band Fun.