Aloha From Above
- Brand
- Hawaii
- Year
- 2020
- Objective
- Awareness
- Industry
- Travel & Hospitality
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Superhero Cheesecake
- With
- MullenLowe U.S.
Objective
Hawaiian Airlines needed to stay in travelers' minds through a winter when flying to the islands was barely possible, and to turn that lingering interest into an opted-in, measurable audience rather than passive brand awareness. A single island or a one-off promotion wouldn't have done it, so the airline built a reason to come back week after week and tied every visit to its HawaiianMiles loyalty program.
Solution
You land on AlohaFromAboveSweepstakes.com and find yourself looking straight down at a Hawaiian island from the air. Panning and scrolling across the aerial photo, you hunt for five letters hidden in the landscape that spell out A-L-O-H-A; each one you spot surfaces a real place on that island worth knowing about. Complete the word and a sweepstakes entry form appears for that week's drawing of 160,000 HawaiianMiles — or you can skip the game and enter by email instead. A new island replaced the old one every week for six weeks, so the hunt was never quite the same twice.
Results
Over 350,000 plays across the six-week run.
- 1
The player opens AlohaFromAboveSweepstakes.com on a phone or tablet — a mobile browser experience with no app to install — and reads on-screen instructions to find the letters spelling ALOHA hidden in the scene.
- 2
Placed in an aerial view looking down on one Hawaiian island, the player pans and scans the sweeping photography to spot the five hidden letters, A, L, O, H, A, one by one.
- 3
Each letter found reveals a recommended place on that island, worth visiting, as a payoff for the search.
- 4
Completing the word ALOHA hands the player off to an official entry form to submit their details into that week's sweepstakes drawing.
- 5
The entry is a chance at that week's grand prize, 160,000 HawaiianMiles toward a Hawaiian Airlines flight, with one winner drawn weekly.
- 6
A new island appears each week for six weeks, and players can return to hunt again, limited to one entry per person per week.
- 7
Players who prefer not to play can still join the same weekly drawing by emailing their name, phone number, and date of birth to the sweepstakes address.
