To accomplish such a feat, street teams of four were assembled, trained and outfitted in Allegiant branded t-shirts and jackets. Paired with their #GetawayCar stuffed with premium item giveaways, sweepstakes handouts and register-to-win slips in hand, the campaign launched Wednesday, January 10th. 

Simultaneously, over the five-day activation, 57 teams across the country drove the #GetawayCar around cities within their specified market each day. Teams were provided daily suggested routes consisting of local popular events and venues that attract high volumes of foot traffic. Locations ranged from local college campuses, sporting events and concerts to parks, landmarks, restaurants, coffee shops and strip malls.

At each destination, the team parked the #GetawayCar and jumped out surprising and delighting bystanders with the Get Away Your Way #GetawayCar Sweepstakes. Generating excitement, they handed out an assortment of beach themed branded premium items including palm tree gel packs, ice scrapers, beach totes, lip balm, koozies, sunglasses, and water bottles. Teams also engaged curious participants by educating them on Allegiant and inviting them to register-to-win through social media and paper entries.

On-site teams and participants posted the #GetawayCar whereabouts via public social media channels, buzz spread the word about the sweepstakes, attracting local fans to spot the #GetawayCar for their chance to win. The buzz even caught the attention of local media crews who broke news of the event through local news and TV stations.

For its first, national experiential marketing campaign, the Allegiant Get Away Your Way #GetawayCar Sweepstakes was an enormous success. These results combined with the media attention gained and buzz generated during the campaign exceeded Allegiant’s awareness goals – making their presence known in cities across America.