Increase engagement and app downloads for a travel brand via a social contest.

CheapOair was in the midst of an epic giveaway:

Fifty domestic flights awarded to a single winner who downloaded their app.

The first thing I asked was “where would I go if I won all those tickets?” The next thing I wanted to know was what the rest of the country thought….

The Great American Showdown was born, featuring an NCAA bracket style competition pitting the top 48 US destinations against each other.


The campaign generated hundreds of relevant social posts featuring the day’s matchups and facts about the cities. Posts were boosted via Facebook ads against people in these cities, and people intending to travel to other US destinations.

The concept naturally generated a great deal of relevant content. Each round had a matchup to write about, the results of the matchup and then the two new cities going head to head.

Targeting users by where they lived helped pit citizens of each city against each other as they tried to put theirs over the top as a great destination.

Meanwhile, CheapOair was not only getting record social engagement and downloads of their mobile app, but learning where their customers wanted to travel to most.

Each round, we were able to publish the results and get fans to come back and vote in the subsequent matchups, all while immersing them in content about each destination.

In addition to social media ads, the campaign was supported with digital banners and an online video series about how “Any trip is better when you fly cheap.”