Brazilian airline GOL created this Facebook campaign to grow its online community and raise brand awareness in a highly competitive airline market. Their ad agency AlmapBBDO had the insight that a trip is the most romantic Valentine’s gift to receive.
So during the Valentines weekend they launched a competition in which a series of images containing empty seats were uploaded on the company’s Facebook wall, without warning. The first users to see the image and comment the seat numbers won a pair of return tickets to any of GOL’s destinations.
In span of three days, the Facebook community grew from 12,000 to over 200,000, thereby becoming number 1 in their category.
