SBD/June 2, 2011/Marketing and Sponsorship

Tale Of Two Cities: American Airlines Launches NBA Finals Promotions

American Airlines will give 100 50% discounts for flights to, from Dallas or Miami
American Airlines yesterday announced “a Facebook contest and free airline tickets” as promos around the NBA Finals in order to “build the buzz around its name on the two arenas hosting the basketball championships,” according to Doreen Hemlock of the South Florida SUN-SENTINEL. The airline has launched the "All American Airlines Shoot Out," which is a social media game that “can be played on Facebook and Internet-ready mobile devices that allows users to shoot baskets for either” the Mavericks or the Heat. A total of “10,000 single-use discount codes will be given to fans who register, including 100 codes worth 50 percent off their next flight to or from Dallas or Miami.” American is also “launching promotions during the games and official watch parties.” The AAdvantage "Around the World" promotion will take place during Game Two in Miami tonight and Game Three in Dallas on Sunday. One fan “will have a chance to win AAdvantage frequent-flyer miles by making a variety of shots” (South Florida SUN-SENTINEL, 6/2). American Airlines spokesperson Tim Smith said that the “free publicity before millions of TV viewers means American won't create any new or special national advertising around this year's Finals.” USA TODAY’s Michael McCarthy notes “it gets all the free advertising it needs just from the game telecasts on ESPN/ABC” (USA TODAY, 6/2). Navigate Marketing Analytics Dir Matt Balvanz said that the NBA Finals could give American Airlines around $3.5M “of exposure for each game in the series" (BIZJOURNALS.com, 6/1).
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