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.

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.

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

Considering the fastest-growing demographic on Snapchat is 25- to 34-year-olds and we were looking to target 25- to 40-year-olds in specific L.A. neighborhoods, geo-targeted filters on Snapchat were a natural mechanic and a way to bring our scavenger hunt to life in an innovative way. The prizes and experiences were hidden in a different neighborhood each week and tailored to the various industries our audience works in, from tech to fashion.

Despite Delta investing in terminal renovations in 2015 and gaining traction as a premium airline in L.A., there was still a general lack of differentiation among the legacy carriers out of LAX. Our challenge? Get Angelenos to see Delta as an airline they could call their own.

The goal was to sustain energy around our local "Dream Up, L.A." campaign and? increase positive perception over competitor airlines by showcasing how ?Delta's premium? products and experiences can help Angelenos achieve their dreams.

Knowing Angelenos are devoted to their neighborhoods, we set out to create a campaign that reached our up-and-coming professional target where they live and work.