To help launch and drive awareness of the all-new Free Spirit® loyal program and Free Spirit Mastercard, our team organized a digital full-length concert by Brett Young featuring some of his top hits, all performed from the runway at Spirts’ warehouse in Fort Lauderdale, FL.
Brett Young: Live From the Runway was streamed across Spirit’s YouTube, Facebook & Twitter, as well as Brett’s YouTube and social media platforms. The livestream aired on February 4 at 8 PM EST and was available a full 24hours afterwards. Through a collaboration with First Tube Media, the concert was produced from a truly unique location –the tarmac in front of Spirit’s warehouse at Fort Lauderdale International Airport. The production included capturing Brett’s journey from Nashville to Fort Lauderdale on the plane with his photo, a conversation with Ted Christie, Spirit’s CEO/President within the plane, and a full performance. Spirit creatively started a thread using #CatchMyBrett to share the flight plans for the Brett plane so people could keep an eye out and share pictures of the plane. As part of the partnership with Brett Young, Spirit had an opportunity for top loyalty members and executives/employees to partake in a virtual meet & greet / Q&A session with Brett Young. The experiences took place right before the livestream and were broken into two sessions, consisting of a mix of individual & group experiences.