Spanish Language UGC & Sweepstakes
Objective
Engage Hispanic consumers in both English and Spanish and build greater awareness of Continental Airline’s service.
Solution
Mobile advertising as well as TV, internet and radio ads were run to drive traffic to the mobile web and the internet contest.
The contest let consumers enter to win a trip for two anywhere in the world, up to $2,500 worth of plane tickets, by submitting a video. “We wanted consumers to tell us what they miss most about going back home, what makes them nostalgic—do they miss the food, the people, the culture?
The Continental mobile sweepstakes targeted Hispanic males and females age 27-45—both Spanish- and English-speakers—in the New York and Houston metro areas.
The Continental WAP site featured two videos and let consumers enter the contest, see contest rules and post a video explaining what they miss most about their home country, as well as view other participants’ videos and vote on them.
Results
• Mobile ads were five-to-ten times more effective than online at generating responses from Hispanics, a demographic that tends to be heavy users of wireless devices.
• Out of the total WAP site visitors, 7.51 percent provided their name, email address and phone number to enter the contest, 9.51 percent voted for at least one video
Capabilities Utilized
- Mobile Internet
- Content Delivery
- User submitted content review/approval portal/system
- Design
- Reporting
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Continental Airlines
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