The Delta and Seahawks partnership was in its infancy, leading to low awareness of Delta as the official sponsor of the Seahawks. The 12status program would serve to demonstrate that Delta was not a large legacy carrier but rather an airline that was truly committed to the people of Seattle.
Seahawks fans aren’t your typical fans. Their unbridled passion has earned them a unique place in Seattle and in the NFL. With our Seahawks sponsorship, we wanted to tap into that passion. We needed something that went beyond just branded signage and cookie-cutter giveaways. We wanted to become part of the 12s culture. The idea became 12status––a ﬁrst-of-its-kind program rewarding fans with miles based on how the Hawks performed. With it, we set out to drive awareness of our partnership, inspire Seattleites to travel, and give fans a new reason to love being a 12.
With the second year of 12status, Delta brought Seattleites exclusive access and perks by just being a 12status member. In addition to core benefits and snackable social content throughout the season, we created tentpole moments throughout the season to build 12status engagement and celebration. During 2017’s NFL preseason, we re-introduced 12status to committed fans to establish momentum for the full season.
The primary objectives of 12status were to increase baseline Seattle Seahawks partnership awareness in market from 35% to 39% and decrease the misattribution in partnerships awareness with Alaska Air Lines (-12%). The Doug Baldwin Yard Unsale was to drive awareness of 12status’s return and drive sign ups of the program.
Our target target audience was 25- to 40-year-old men and women with a HH income of 75+ and residents of Washington State. We targeted already-enrolled SkyMiles members to join and educated nonmembers of all the perks SkyMiles can offer, such as priority boarding and miles that never expire on the airline that has the most destinations from Sea-Tac Airport.
We gave the most committed fans in the league a program that was committed to them. With Seattle pride at its core and innovative thinking driving its execution, 12status brought to life the spirit of our rallying cry –– You Can’t Stop Seattle.
In the second year of the program, every passing yard earned fans a mile, so we brought this to life by creating a "Yard Unsale", that was no ordinary yard sale as well as a chance to win tickets via a new initiative, "Come Back A Better Fan".
The 2017 12Status program has over 30,000 sign ups.
This one-of-a-kind actual yard sale was hosted by Seahawks superstar, Doug Baldwin, and was exclusively for 12status members, giving away 916 free items of exclusive and unique Seahawks paraphernalia, including a once-in-a-lifetime golden ticket trip to the Seahawks season opener in Green Bay. Seattleites were able to win free stuff at the yard sale and by signing up for 12status, earn free miles all season.
We created unique, one-of-a-kind merchandise to for this event. We had clocks with all numbers as 12, showing that as a fan, it was always “12” o’clock and pairs of foam fingers that have 12 fingers. We created a toaster which burned Doug Baldwin’s face on toast and even custom made a Seahawks “12sie” - a onesie that fits 12 people at once.
- 406 attendees: one woman arrived at 6am to be the first in lin (traveling two hours to get to Queen Anne)
- 36k social reach from digital photos in the event photo booth
PAID SOCIAL METRICS*
- 7.7mm impressions
- 1.8mm video views
EARNED SOCIAL METRICS*
- 8.71mm potential impressions
- 199 tweets and 14 public Instagram posts
- There was no overt negative sentiment about the event
During Bye Week, there is a lull in football action as the players take a breather. This also gives our superfans - and their voices - a much needed break from the cheering and dedication to the Seahawks. However, this 'break' leaves a gap in 12status content. Delta took advantage of this quiet media landscape and created 'Come Back a Better Fan' where Bobby Wagner had fans call into a phone number where he left a prerecorded voicemail instructing callers to explain why they deserve a Bye Week. We selected the top 12 voice messages and rewarded them each with 2 round-trip flights and shared the winning messages via Bobby’s Twitter. In under two days, we had over 600 sign ups.
Compared to last year, we have converted more site visits to actual sign-ups with a 48% sign-up rate (compared to 2016’s 33% rate)