Although several scenes of The Bourne Legacy were shot inside American Airline’s Terminal 8 at New York’s JFK Airport and onboard an American Boeing 777-200, the airline hardly had a starring role in the film. But with its Pack for the Win and Welcome to the Program promotions, it showed consumers that it was ready for its close-up—and to become travelers’ airline of choice.
Pack for the Win, which ran from mid-May through June 2012, was an online game in which participants were assigned missions and had to quickly decide which essentials to pack—just as the government operatives who are the heroes of The Bourne Legacy were often called to do. After playing, participants could enter to win a trip for two to the U.S. premiere of the film or one of three “ultimate travel packs.” American and The Marketing Arm promoted the game via Facebook, emails to its database, a print ad in American’s in-flight magazine, and paid search.
Welcome to the Program, which ran from mid-July through August, targeted members of American’s AAdvantage frequent-flyer club. It featured four “operatives” divulging “secret” information—how to earn additional credit miles with AAdvantage partner companies, for instance—via online “training sessions.” After each session, the user was presented with a promotional offer from an AAdvantage partners. Once they’d completed all six training sessions, members could enter for a chance to win a vacation package. This contest was promoted via Facebook with an ancillary contest that also unlocked entries into the sweepstakes, as well as through emails to members, a print ad in the in-flight magazine and the AAdvantage partner brochure, and paid search.
The campaigns generated 595,000 visits to the microsite and nearly 301,500 visits to the mobile site, with 58% of visitors registering to play. Social media generated 47,110 shares on Facebook and more than 8,900 Twitter posts. And no operatives were lost in either campaign.