Building awareness via social media buzz for the new Jet Airways and American Express co-branded card and promoting the benefits of the association for Jet Frequent Flyers and other fans of the Jet Airways Facebook page.

1. Win a JPMile a
second
CASE STUDY

2. ‘Win a JPMile a second’ Contest
Client: American Express India
Partner: Jet Airways
Agency: Digiqom
Target Group:
◦ 25-35 years old
◦ Senior Executives
◦ Living in 7 cities – Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad and Pune
Date: April 2 – May 11, 2013

3. Goal
Awareness building via social media buzz for
the new Jet Airways and American Express co-
branded card.
Promoting the benefits of the association for
Jet Frequent Flyers and other Fans, on Jet
Airways Facebook page who can enjoy
exclusive privileges that are the hallmark of
the American Express experience.

4. Contest
The contest by Jet Airways and American Express India enabled their Facebook fans to
participate and win JPMiles under the contest.
The contest invited the participants to apply for the new Jet Airways American Express
Platinum Credit Card. The participants were entitled to earn 250 - 1000 JPMiles for applying for
the card through this contest. The JPMiles were credited into the participant's JetPrivilege
account on completion of the contact details verification call by American Express.
For winning the contest, the participants referred friends for the Card. The more the referrals,
the more the participants chances of winning. At any point in the contest, the participant could
check referral score and JPMiles tally on the 'My Account' page in the app.
All communication about the application was published on the Jet Airways Facebook page.

5. Proposition
Promote the co-branded card through an
online application that offers instant
gratification and win a JPMile each second.
The application encourages Facebook Users
(Jet Airways Facebook Fans) to participate in
the contest, refer their friends, and win 86,400
JPMiles a day.
People participate in the contest and fill in a
form to apply for the new Jet Airways
American Express Platinum Card.

6. Discovery: Online + Facebook Ads

7. Contest Play

8. Referring a Friend

9. Buzz

10. USP

11. Win
Increased buzz around the Jet Airways and American Express co-branded Card in the online
space.
Awareness about the exclusive privileges that are the hallmark of the American Express
experience amongst the Jet Frequent Flyers and other fans on Jet Airways Facebook page.
Increase in ‘Likes’ and engagement on the Jet Airways Facebook page.
Card with pre-loaded points becomes an aspiration for the participant.
All participants in the app are prospective customers.