Airport Sponsorship and Goodwill Program - Google Free Wifi

1. Airport Sponsorship and
Goodwill Program
Case Study
Google

2. Google & AMI
WiFi Sponsorship – 50+ Major Markets
Situation
Google wanted to create a “big splash” over the holidays during the peak travel season inside airports while promoting Gmail and other services. AMI
recommended targeting an important demographic at the optimal point of product relevance – as travelers are accessing the internet at airports.
Tactics
Google and AMI launched the first-of-it’s-kind free airport Wi-Fi campaign in over 50 major airports throughout the United States that ran over a 90 day period
during the peak holiday travel times. At a time when few airports offered free Wi-Fi, AMI designed a sponsorship program that provided free wireless access as a
holiday gift – creating strong brand value perceptions and motivating passengers to try Google’s new products and services. With AMI, Google was able to roll out
an integrated, experiential marketing and sponsorship program using both traditional and non-traditional advertising, audio and digital marketing, large-scale
exterior and interior graphics, as well as 7-foot tall brand icons and branded Google bean bags in a handful of select markets.
Results
Together, the participating airports represented 35% of all annual air travel in the United States, and during this time alone, nearly 100 million people passed
through the airports. Passengers connected to Wi-Fi for free during the campaign, making the holiday season a little bit easier, more convenient, and overall more
enjoyable. Travelers who connected to the sponsored Wi-Fi networks were encouraged to donate to suggested non-profits, which raised over $250,000 – and with
Google’s matching donation, these charities received over $500,000 in total.
In addition, Google’s successful campaign was widely recognized in over 450 articles, including the Wall Street Journal, New York Times, USA Today, and CNN
Money.