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As an official sponsor of the 56th Grammy Awards in January 2014, this major airline partnered with Kinetic Social to promote a contest on Twitter surrounding the Grammy Awards. For its social media program, this major airline created a sweepstakes offering Twitter followers an
opportunity to win a VIP trip to Los Angeles to attend the Grammy Awards. To qualify, followers were asked to correctly respond to trivia questions posted to its Twitter account by including an official Grammys sweepstakes hashtag in their response tweets.