Loomis-ISC - Honolulu, Hawai'i  

Twitter Key Element in Airline’s Promotion

To complement a September “Island Hop Till You Drop” Pass created by Mokulele Airlines, the agency conceived a Twitter campaign to “Spot Scott.” Clues on the Mokulele Twitter page guided followers to where they might find Mokulele CEO, Scott Durgin. Scott was spotted within a half hour of the window of opportunity on the first day while walking through historic downtown Honolulu. Durgin, who has personally resisted tweeting said, “It made a believer out of me!”

In addition to advertisements on five different radio stations, ads were placed in a daily newspaper to promote the Pass. Three televised news broadcasts, two daily newspapers, and several popular local blogs delivered additional coverage.  We also added to the buzz on Twitter and Facebook through postings by agency staff on their personal accounts.

We were a little taken aback that Scott was found so quickly and that the winners –on different days and different places- turned out to be a married couple. In hindsight we could have increased the complexity of our clues. Better metrics for gauging audience awareness of the campaign might have changed how we used Twitter and the results we got.