American Airlines launches sweepstakes to promote iPhone app

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American Airlines launched a mobile sweepstakes, “Mobile Million,” on September 15 to create buzz for its just-released iPhone application.

The airline worked with The Marketing Arm, a marketing and promotion agency, on the effort.

“Our goal is to get everyone excited about the iPhone application and download it to the device,” said Billy Sanez, director of social media and customer communications at American.

The company will give one grand prize winner a million American Airlines AAdvantage miles, and 30 other winners $400 Apple gift cards. The sweepstakes will run through October 15.

Consumers can also register for Mobile Million by watching a promotional video about the app and subsequently filling out a separate registration form online. To enter the sweepstakes online, consumers must disclose their first and last names and e-mail addresses.

The company's target demographic is the “connected traveler,” said Sanez, “which spans a range of demographics.” He added that many of the company's customers, from younger consumers to mothers, carry laptops and at least one other device on which they can access a web browser.

The mobile app allows consumers to track their flight details, access boarding passes and view terminal maps, among other features.

American Airlines will measure the number of contest registrants, the response to its advertising and promotions, the results of retargeting on further promotions and the overall buzz created, said Sanez.

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