The American Airlines – Check it out. Check it off. promotional web experience is a cross promotion with MasterCard, where, with a somewhat limited budget we were tasked with generating bookings through the card.

While the barrier of entry into this promotion is a bit steep (you have to actually book a trip to be entered), the prizes are pretty awesome – a dream trip for two to either Paris, New York or Napa Valley. With this in mind we had to make the experience quick and enticing. We accomplished this by highlighting the prizes to the extreme and keeping the steps to get through the experience very minimal. With some jazzy jquery action it makes cycling through the prize options fun and elegant.

The experience also includes a user generated content portion (UGC) where, once registered, you can enter your own “bucket-list” – as well as view other user’s list items – for a chance to win AA.com gift cards.

We also executed a pretty sweet mobile extension for this promotion. Why is it sweet?

• The layout is responsive and will to various mobile screen sizes and resolutions
• With some javascript we were able to give it an app-like feel with expandable content areas and sliding action
• It is just as content rich as the desktop version – what we had to cut was very minimal

See for yourself on your smartphone or tablet – aa.com/experience/mobile.

Congrats to the rest of the great team at The Marketing Arm that I worked with on this project.