Home  › Marketing › Strategies
sundance

Sundance Festival Tests Gowalla, Offers Free Flights

  |  December 8, 2010   |  Comments

Film festival has partnered with Southwest Airlines to award check-ins with complimentary airfare.

sundance

Cinema buffs wishing to fly for free to the Sundance Film Festival next month may want to try their luck on Gowalla.

Until Dec. 31, people checking in at airports that fly to Salt Lake City can win plane tickets for the Park City, UT-based festival. Gowalla today is announcing a co-partnership with Sundance and Southwest Airlines, which will fly 20 winners to the event.

During the 10-day Sundance festival in January, people checking in will be rewarded virtual prizes that can then be redeemed for physical items at Park City shops. Custom stamps have been created for official venues such as the Egyptian Theater, said Austin, TX-based Gowalla. And custom pins are rewards for completing the Sundance agenda on Gowalla's "Trips" platform. Trips lets users curate a list of places by checking in while sharing them with friends. Pins can be redeemed for prizes or to gain access to Sundance events and parties. The more users check in, Gowalla says, the more likely they'll win.

It's the first notable partnership unveiled by Gowalla since it advanced its compatibility with Foursquare (4 million users) and Facebook Places (reportedly 30 million). Gowalla, which boasts 600,000 app users, released its 3.0 version last week and hopes to extend campaign distribution through Foursquare and Facebook.

It's not the first time a Gowalla effort has reached out to cinema buffs. In August, it partnered with Levi's and Alamo Drafthouse in an effort that also utilized the "Trips" platform. The national campaign encouraged people to check in while visiting scene locations for movies in the nine cities where they took place. The films included: "There Will Be Blood" (Bakersfield, CA); the first three "Rocky" films (Philadelphia); "Dirty Harry" (San Francisco); "Jackie Brown" (Torrance, CA); "Robocop" (Detroit);"On The Waterfront" (Hoboken, NJ); "The Blues Brothers" (Joliet, Illinois); "Convoy" and "Red Dawn" (Las Vegas); and "The Godfather II" (New York, NY).

The first 50 people who completed the "Trip" in each city received a VIP prize to attend a special screening of the film. For instance, winning players in Philadelphia were invited to watch the three "Rocky" films on the steps of the Philadelphia Museum of Art - where Rocky Balboa finished his famous jog in "Rocky III."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...