Getting Attention in a Crowded Market
Imagine flying anywhere for just 50 cents. That’s how Sparkpr captured media attention when Barclaycard US introduced its new US Airways card.
Destination? Differentiation.
To differentiate the card offering, Sparkpr kicked off the program with the “Where would you go for 50 cents?” promotional campaign in which consumers who signed up for the new card had a chance to win a 50-cent flight.
The five-market campaign was publicized in key verticals such as travel and personal finance. Sparkpr generated additional momentum based on localized data about which worldwide destinations were most popular among Americans.
Coverage Takes Off
Sparkpr’s aggressive campaign garnered results ahead of metrics. Specifically, media outreach resulted in 207 print and broadcast placements for a total of more than 20 million impressions. The campaign was featured in top tier publications including The Wall Street Journal, The Washington Post, Associated Press, Boston Globe, Arizona Republic, The Atlanta Journal-Constitution and The Charlotte Observer. Barclaycard also received on-air coverage in New York, Phoenix, Philadelphia and Portland.
