2011 brought a new high-flying challenge from our long-standing client, Copa Airlines: Create a social marketing program that would grow its fan-base on Facebook, generate massive brand awareness and increase ticket sales on Copa�s website. The result was Passport America: an interactive application where users leveraged their social networks to participate in the drawing of a lifetime: the ultimate Grand Prize of round trip airfare for a lucky winner and a friend to each and every one of Copa�s 59 destinations
At the end of the campaign, Copa�s ROI expanded to 50 times their initial stake in the project and earned them 133,000 new Facebook fans to boot. Visits to copaair.com more than doubled year over year. And of the 279,000 users registered for the promotion, a third of them were referrals generated by their friend�s invitations. In total, 1.3 million invitations were sent.