Frontier Airlines

A 30-year-old promise–finally cleared for takeoff.

IntegratedStrategy

The Stakes

As a low-cost carrier, Frontier has suffered from negative perceptions and low customer satisfaction. Traditional carriers have deteriorated, and Frontier has elevated its fleet and offering, but no one knows it yet.

The Unruly Idea

We turned the infamous Pepsi Jet saga into a cultural phenomenon for Frontier Airlines during Super Bowl LX. Thirty years ago, Pepsi ran a Super Bowl campaign promising a Harrier Jet for 7 million Pepsi Points. When John Leonard tried to claim it, the courts ruled the jet was just a joke. So we decided to make it real — in our own way. To prove how rewarding flying with Frontier can be, we invited John to redeem his 7 million Pepsi Points for 7 million Frontier miles. Then we opened it up to everyone, adding 70 million more miles to the pot. Travelers could trade in unused points from brands like Sephora, McDonald’s, and Marriott — or virtually any brand — and turn them into flights.

The Uncontained Impact

130MM earned impressions.

282 earned media placements.

^$ 18MM in earned media value.

29K participants.

2,500 flights booked by participants in one week following redemption.

40 ^%Frontier stock price increase.

“This campaign isn't about the finish line. It's about public commitment and showing loyalty in a way that's real, transparent, and attainable. The goal is to create accountability for loyalty programs, and we're willing to put our name on it.”

— Bobby Schroeter, Chief Commercial Officer at Frontier Airlines