Challenge: Create an engaging experience that immerses store guests in the Delta brand, builds brand preference, and gets them excited about flying Delta.
Truth: Travelers get excited about where they're going, not how they're getting there.
Idea: Let's make it exciting for our best customers to dive into beautiful destinations, learn about them in a fun, memorable way, and get excited about traveling.
Experience: We created an open-ended experience that put the user in control. First users choose the type of mood they are looking for on their next getaway. From there they select from a variety of mood-based tiles that, when put together, provide a range of destination possibilities. The result is a beautiful graphic montage and photography that transports the imagination.
To extend the experience beyond the store, users are prompted to use their mobile device to snap a pic of a QR tag associated with each destination that allows them to explore additional destination info, video and travel packages.
Update: 2011 AIGA SEED Award winner - Interactive Best of Show