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.