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Delta's New Brand Promotion Is a Social Media First

The airline's scavenger hunt with Snapchat makes new use of the platform’s geo-filter capabilities.

Delta teamed up with Snapchat for a first-of-its-kind scavenger hunt in the Los Angeles market.
Delta teamed up with Snapchat for a first-of-its-kind scavenger hunt in the Los Angeles market.
Photo: Courtesy of Delta

Delta Air Lines has launched a highly interactive new campaign in Los Angeles meant to target a young and aspirational crowd of self-identifying dream chasers. On September 6, the brand kicked off a location-based scavenger hunt on Snapchat, which will continue over the next several weeks in the market. It’s the first time the platform’s geo-filter capabilities have been used in this way.

Known as Delta DreamHunt, the campaign challenges Angelenos to turn their dreams into real-life scenarios by finding the airline's Snapchat filters strategically placed in neighborhoods around the city, and turning them into experiences. Winners will score rare interactions with L.A. influencers, tickets to major entertainment events, and Delta perks like tickets, miles, and Sky Club memberships.

The airline tapped a group of five locals—including musicians and YouTube stars Karmin, chef Ray Garcia, Nasty Gal founder Sophia Amoruso, and a Laker player—who are influential within various industries, and who reflect the city and its diverse neighborhoods. Each week, the promotion spotlights a different theme that lines up with one of those influencers and their given location, and then drops clues to uncover the hidden custom Snapchat filter. Delta issues the clues on its other social channels, such as Facebook, Twitter, and Instagram, as well as those of the participating influencers, directing contestants to iconic spots around town. Once they discover the Snapchat filter, participants snap and send a photo to Delta’s new Snapchat channel. The weekly grand prize is a unique experience with that week’s industry insider, offering an opportunity for a meet and greet.

For instance, the first clue in the hunt was available on Garcia’s and Delta’s social pages on September 13, with the second clue and hunt for the winning filter taking place on September 14. Prizes include a one-on-one cooking class with Garcia at the winner’s home, two business-class tickets to Mexico, and a one-year Delta Sky Club membership.

The stunt is meant to amplify Delta’s current “Dream Up, L.A.” marketing campaign; Delta has been the fastest-growing carrier at Los Angeles International Airport since 2009 and will soon relocate to Terminals 2 and 3, taking steps toward a nearly $2 billion plan to upgrade and connect the complex. Delta also sponsors events such as those for the Lakers, Kings, Grammys, and Pride. It’s an important market for the brand.

“Delta’s Dream Up, L.A. campaign celebrates hardworking, passionate Angelenos who aspire to achieve their dreams, whatever they may be,” said Delta vice president of sales for the west region, Ranjan Goswami. “With Delta DreamHunt, we want to help turn some of these dreams into realities, by providing opportunities that take them one step closer to their goals. Snapchat has a vibrant community of users that are sharing memories, sharing their passions. It's right time, right place, right message. That's what has made the platform so powerful."

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