By thesanfranciscoegotist / /
Mekanism and Alaska Airlines have a cool, technology-centric campaign running that surfers will love. They’re tapping into dynamic data to launch their first-ever fare sale powered by the ocean’s waves. In partnership with global surf forecasting site Surfline, the brand will kick off the “Swell Deals” campaign using data to generate discounts up to 30% off flights to Hawaii based on the height of forecasted waves around the island. The bigger the waves – the bigger the discounts.
Alaska will look at their swell forecast in Hawaii for the travel period (Nov 4-20). The max swell forecast in Hawaii for that travel period will dictate the discount amount for the 5 days of the sale (Nov 4-8) up to 30%. Then, the Alaska landing page for the sale will be populated with the live Surfline forecast during the 5 days of the sale, showing the corresponding discount.
This is just the start on how Alaska plans to use data tracking to help customers enjoy more of what they love. Today, it’s catching a wave, and tomorrow, it may be getting out on the slopes when the powder is fresh.
“The wonderful thing about dynamic data is that it helps us understand more clearly the different ways people interact with their passions,” said Laura Wimer, Executive Creative Director, Mekanism. “Working with the team at Surfline allowed for us to get an authentic understanding of what matters to surfers and when. For Alaska Airlines, using those unique surfing data hand-in-hand with creative not only resulted in a uniquely powerful campaign, but helped us announce to the world Alaska’s personal approach to how they want people experience their fare sales.”