Our assignment was a choice one; saying thanks for flying with us. The reason the execution works so well is: we used the very people with whom our passengers interact every time they fly Delta and we told an airline-centric story. The light-hearted tone and unexpected storyline really resonated with our SkyMiles members:

From Twitter:

“Love companies with a sense of fun. Best part is ‘make your own dance.’”

“Great Holiday video from @Delta. Thanks for continually being different and remaining my airline of choice.”

“After all the miles, nice to get a coolio e-card like this from @Delta – thanks!”

While the main objective of Delta Wanderland was a simple thank-you, the experience still drove 6,000 people to Delta.com to search for and book their next flight.

The 2012 email boasted a high open rate of 46%—that’s 2,070,000 people—and an increase over the 2011 open rate by 59%. We reached as high 90% among our most valued SkyMiles member segments.

The Wanderland video introduced in the email received 569,000 video views with a strong 53% completion rate.

Social chatter was strong and positive, with more than 950 social likes and mentions and 129 Facebook shares upon its release.