AirTran needed something buzzy to get people excited about their flights.
We created a "digital suggestion box" where users were able to submit their ideas for what AirTran should add to every flight or vote on the submissions of their peers.
The site launched with a 3D stack of randomized submissions that users could vote on in addition to being able to add their own suggestion to the mix. The number of votes and the leader board were updated in real time, which encouraged users to come back often and check for updates. After adding their own two cents, users had the option to view the collected data by state or sort by popular vote. These visualizations were generated on-the-fly using a synonym aggregation filter and IP/State indicators.
With over 30,000 submissions and 130,000 votes over the course of three weeks, the competition was fierce, but in the end "Wi-Fi" pulled ahead for the win. In response, AirTran announced that by the end of summer 2009 all AirTran planes would be equipped with Wi-Fi, making them the first large airline to attempt the upgrade.
Agency Partner: Cramer-Krasselt