Summer Miles Challenge

Campaign: Summer Miles Challenge
Company: American Airlines
Nonprofit Partner: American Airlines Kids in Need
Launch Date: June 19, 2012

Campaign Description:

American Airlines is inviting current and prospective AAdvantage members to participate in the Summer Miles Challenge, a new cause marketing initiative supporting the American Airlines Kids in Need(SM) program. To participate, AAdvantage members register for the challenge via Facebook and earn 100 AAdvantage miles. For every registration, American Airlines makes a one mile donation. For every “share” on Facebook or Twitter, an additional mile is donated. All registrants are also entered into a larger sweepstakes where they have the chance to win up to 100,000 AAdvantage miles via up to 9 sweepstakes drawings.

Our Take:

Sharing this cause-focused message with its most loyal customers makes good sense for American Airlines, as does pairing a give-and-get model for this Facebook cause promotion. The Facebook interface allows non-members to immediately sign-up to become members, likely a goal of this particular campaign. We’d love to see more of AA’s cause story shared via this promotion – who benefits from miles donated? How can my participation help?