Challenge
Copa Airline’s main goal was to increase ticket sales through the Copa website and the increase the fan base of the Facebook page. Nobox built a pan-regional sweepstake that encouraged travellers to become fans, share with friends, and buy tickets on copa.com.
Insight
Travel has a high social currency among friends, this insight was leveraged and an app was designed so that friends could share content with friends with the incentive of winning a prize.
Solution
Nobox created a pan-regional sweepstake called Passport America that engaged users and got them to register with Facebook Connect and share content with friends for the chance to win two tickets to one of Copa’s 58 destinations on its flight map which spans North, Central and South America.
Passport America was designed so that sharing with friends would be equally valuable to those receiving the invite and those sending it. This was the first Facebook campaign for Copa that focused on generating ticket sales.
The campaign mechanics were designed for participants to share. Each participant had a unique URL and the more friends they brought to the campaign, the more chances they had to win. Users could also buy tickets on copa.com to substantially increase their chances to win.
Results
Sales directly tied to Passport America reached almost $8M
The return on investment surpassed 50x ROI
Increase of + 5.16MM copa.com visits YOY (more than doubled YOY)
279K users registered to the promotion
132K Facebook fans acquired through the promo in 8 weeks
165K new email subscribers to Copa’s promotional database
150MM impressions on Facebook
59% conversion rate to register for promotion
Engagement time of 7minutes on average
Since Passport America, Copa has actively engaged its 296k+ Facebook fans on a daily basis.
Passport America stands as Copa’s most successful viral program to date and positioned Copa as the 3rd most influential airline in social media according to Klout.