Make it out of the group chat and into the moment
For Gen Z, the best plans are born in the group chat, but they often die there too. Delta set out to manifest those group chat fantasies into real-life experiences SkyMiles members will actually want to rally for. Group Drop is an industry-first quarterly “group” sweepstakes that offers you and your favorite crew the chance to win curated, exclusive adventures — no miles needed.
We developed the Group Drop brand, strategy, and campaign content, creating the identity, messaging framework, and social content driving to the SkyMiles Experiences platform. The program launches quarterly curated experiences that members can enter to win for their entire group, making aspirational travel accessible to all SkyMiles members.
The first drop, The In-Air Coffeehouse, a trip to Costa Rica to visit a Starbucks coffee farm, didn’t just land. It took off.
Impact
Results
+150K
Members entered to win the first drop
FEATURED IN
“A New Use for Airline Miles: Gliding Past the Velvet Rope”
“For Gen Z especially, experiences outweigh material perks, so offering once-in-a-lifetime access, turns a loyalty program into a sort of cultural passport.”
