Delta - Find The Red Coat

Delta - Find The Red Coat

Delta 'Find the Red Coat' | Over the last two years, Delta has invested USD 1.4 billion into further developing New York as a major hub for the airline. In its latest effort to align itself with the city, Delta has launched a contest that offers 40 New Yorkers (and New York lovers) the chance to win a free flight to Los Angeles.

Entitled 'Nonstop NYC', the contest features three ways to play: 'Find the Red Coat', ‘Weekly Missions’ and 'Up Your Score' upon registering through the mobile-optimized campaign website. 'Find the Red Coat' has contestants “answer a question to unlock clues to the Red Coat's location” online. The first contestant to physically spot the Delta Red Coat in New York and give the correct password is a winner of a flight to Los Angeles. Weekly Missions are a series of quizzes and tests on the 'Nonstop NYC' website; the latest is a test to quickly identify five New York landmarks and match them to their mapped locations. 'Up Your Score' on the other hand, has contestants check in at designated Delta locations through Facebook or Foursquare in New York or spread the word about the contest socially. Through this, Delta sets itself up to gain exposure to its contestants' social networks. Additionally, for certain clues and information on the contest, Delta had contestants follow them on Twitter. The airline has also promoted the seven-week-long contest to its 420,000+ Facebook fans, with between 200 and 800 'Likes' per posting. With its blend of social media and real-world experience, 'Nonstop NYC' is an excellent example of leveraging a strong market base (New York) to fortify the brand locally.