We gave Alaska Airlines a home-field advantage at the University of Washington
Alaska Airlines has a long-standing partnership with the University of Washington, which the Seattle-based airline had historically leveraged for brand awareness. Rauxa saw an opportunity to extend that relationship
down to the level of individual students, making them instant brand converts in the process.
Rauxa developed an innovative program—MVP Gold 4.0—to reward great college grades with instant, elite status on Alaska Airlines. All enrolled students with a GPA of 3.5 or higher would earn MVP status for the
We reached incoming freshmen on campus with digital signage, brochures in dorm rooms, and strategic placement on a Twitter vending machine.
Leveraging social media, we posted on the school’s Facebook, Twitter, and Instagram pages.
The initial campaign was a success with more than 4,000 enrollments in the first quarter alone, representing a full 10% of the undergraduate student body—in all, 500% above target. The details also went viral on social channels, travel blogs, and other university websites, while the UW program has continued to grow.