Frontier Airlines
Fly Ideas
How we disrupted the typical airline marketing mindset.
The Challenge
While many airlines heavily relied on big-budget, direct-response marketing, Frontier recognized the need for a more efficient approach. The objective was to explore innovative ways to attract new email subscribers and social media followers primarily through earned media, shifting from the conventional practices of competitors.
The Clarity
Why settle for earning frequent flyer miles when you could win up to 5 million?
The Transformation
The groundbreaking Lotto Miles progressive sweepstakes gained major traction with Frontier’s audience.
Inspired by games like Mega Millions, we scheduled a five-day promotion. Players were encouraged to enter their email address, create a game ticket and tune into a live stream drawing on Frontier’s social media each day. The prize? A chance to win a progressive jackpot of up to 5 million miles in the Frontier Frequent Flyer program.
The Lotto Miles promotion surpassed expectations, generating millions of impressions in earned media and influencer coverage.
Results and Impact
Entries exceeded the previous Frontier sweepstakes average by 600%, bringing tens of thousands of new potential customers into the digital ecosystem. Over 120,000 people engaged with the live drawings, showcasing the success of the new initiative.
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