How Delta’s gamification contest reached the hearts of New Yorkers

Influencer marketing has become convoluted and confusing. The gist of what we want to do as marketers is to make a lasting connection with consumers through fans of our brand.

Influencers are everywhere. They are your brand’s best storytellers. They can be employees of your brand who have yet to have a voice, the person who grows the produce for your line of grocery items, or the passionate consumer who touts your product of their own accord (think the Nutella girl).

Influencers are not just super tweeters with a lot of followers or bloggers with a ton of traffic. Both online and offline, true influencers actually like your brand and promote it in an authentic way because their passion is genuine.

BoomBox in New York looked outside the box and activated average New Yorkers and Delta Airlines employees as influencers.

Delta’s goal

Delta’s goal was simple in theory but challenging to execute: They wanted to create a lasting impression that would keep Delta on the minds of New Yorkers as the “go to” airline.