AA Black Atlas - Case Study

AA BlackAtlas

BlackAtlas

On October 15, 2009 American Airlines introduced BlackAtlas.com, a social media site for African American travelers to share their travel experiences with other African-Americans. In order to generate broad awareness of the site among the target audience, American Airlines decided to launch a registrations drive incorporating an opportunity to win a trip for two to Paris.

Services:
• Executed mobile media buys to reach desired demographic and behavioral characteristics of target audience
• Developed and hosted mobile a campaign mobile website to capture registrants
• Created both animated and static banner ads designs for the campaign
• Managed registration database of people who entered sweepstakes
• Campaign optimization, analysis and reporting

Target audience:
African-Americans, 25 – 49, with incomes greater than $50,000
Year:
2010
Duration:
4 Weeks