Alaska Airlines added over 300 flights to Hawaii from all over the West Coast. Wanting to promote the route and differentiate from its competitor, Alaska Airlines asked us, along with parent agency WDCW, to generate awareness for its tropical route.
We proposed creating a Facebook game where people have a chance every Wednesday to crack a few coconuts on Facebook for a chance to win airfare. The idea of "going nuts for Hawaii" was the central root of the campaign and promoted across all channels.
The campaign launched with a goal of attaining 100,000 Facebook fans in twelve weeks — we exceeded that goal in less than six weeks.