SOUTHWEST AIRLINES • COPA AMERICA SPONSORSHIP

During the Copa America soccer tournament, Southwest wanted to tell people about their destinations in Mexico, Central America and the Caribbean. It was a new audience for Southwest, so not only did we need to be authentic soccer fans, but everything also needed to work in both English and Spanish. 

 

I think the Spanish version of the :15 turned out even better than the English version.

 
 

Southwest always uses real employees in their ads. We found foreign-born ones, and we integrated them in a fun way for display and social.

 
 
 
 

Southwest also wanted a social sweepstakes. So, before each Copa game, we asked soccer fans on Twitter to show their team pride for a chance to win.

 

We got a ton of entries. And they were pretty great.

 

We tweeted gifs back at some people.

At the end of the tournament, we shared this piece on Southwest's social channels.