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December 15, 2006
Amateur ads for Southwest
Southwest Airlines has launched a contest that invites citizens to create their own "wanna get away?" ad.
The payoff is having the ads added to the company's national ad campaigns, plus a vacation for four.
A solid move on Southwest's part because it dovetails with the growing interest in citizen-created media and uses a blueprint the company has used for dozens of previous ads: People who suddenly find themselves in awkward situations that are laced with humor.
Southwest's contest is bound to receive a solid number of entries because the company has invested years in creating customer evangelists who identify with the company's sense of humor.
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This is a fantastic marketing angle for Southwest... It's pure "commitment and consisteny" at its best... With consumers entering the contest, they become part of the "southwest team" and will always want to deal(fly) with the team that they once were part of... I love IT !!1
