A New Form of Advertising

Before this campaign, boarding gate monitors were used solely to display the destination and boarding groups (A, B, C). We thought that while the passengers are waiting to board, this would be a good time to remind them to sign up for Rapid Rewards, Southwest's loyalty program. Giving them a simple way to sign up via text message, we increased sign-ups by 295%. And because the boarding gate monitors are free media, this was adopted across all airline gate monitors. Starting a trend felt pretty good.