Cramer-Krasselt - Chicago, Illinois From Petting Zoos to British Butlers, AirTran Airways and C-K Drew Buzz and Ideas on EveryFlight.com While AirTran Airways wasn’t the first to announce its intent to offer Wi-Fi on its planes, it was the first major U.S. airline to do so on its entire fleet with a significant marketing push, inviting consumer participation with the quirky, irreverent attitude that is uniquely AirTran. The integrated teaser and launch campaign was developed with longtime agency partner Cramer-Krasselt/Chicago, and was supported by TV spots, radio, Internet banners, out-of-home, airport signage and public relations. At the heart of the effort was a social media microsite - www.everyflight.com - (developed with digital partner Firstborn) asking America what they would want to see on every AirTran flight. Visitors to the site could make their own suggestions, vote "boo!" or "yah!" on previous submissions, view interactive charts and graphs including a leader board and poll map, and sign up for a chance to win a seat on every flight.

Six teaser :15 commercials ran in key AirTran markets and on everyflight.com featuring quirky marketing professionals Rick and Devin as they attempted to brainstorm the airline’s new service offering. From randomly selecting words in a dictionary to thinking that Jacuzzis on every flight would be a genius plan, they just couldn’t seem to get it right. A final :30 spot featuring the duo, “The Pitch,” announced on May 12 that Wi-Fi was America’s choice for every AirTran flight.

View AirTran WiFi Launch spot

RESULTS

• During the course of the three-week campaign, upwards of 230,000 votes were cast and 30,000+ suggestions were made, ranging from "mimes" to "bunk beds" to "Clint Eastwood movies."

• When AirTran officially made the announcement that it would offer Wi-Fi on every flight – which actually did receive the highest number of suggestions on everyflight.com – all eyes were on AirTran, and the breaking news was covered on the Today Show and on the front page of USA Today. The conversation continued online, with nearly 2,000 posts buzzing about the announcement.