Brand differentiation in commoditized markets is critical. Shining a light on the key elements – and the people – that embody originality is risky, but taking a stand is what sets you apart – and brings you together. For Hawaiian Airlines, Chef Chai Chowarasee has extended their brand by fusing eclectic influences into his culinary creations – much like the dynamic cultural makeup of island residents.

Hawaiian Airlines and tenfour worked together to create a social promotion that highlighted the carrier’s many global destinations via recipes that locations inspired among fans. Food has always brought people together and for Hawaiian Airlines, customers were more than happy to share an original dish and a memory – sometimes in the form of images and even video uploads.

Sharing a recipe was the entry method for the contest. Eligible participants were entered into weekly giveaway for HawaiianMiles points as well as a digital bake-off. The top ten contestants with the most votes at the end of the contest were advanced to a final round of judging by Chef Chai. The winner was then given a vacation package to Oahu to join Chef Chai on a morning news program as he cooked up the winning recipe with the creator.

11X Return on Investment
Limited to email and social outreach, the program struck a cord with community members and fans. Over 1,000 original recipes were published by community members, generating over 12,000 votes, 11,000 shares, and 122,000 visits to HawaiianAir.com. The impact on ticket sales was a solid 11X ROI for the client.

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The Winner