Seahawks fans (aka the 12s) aren’t your typical fans. Their unbridled passion has earned them a unique place in Seattle and in the NFL. With our Seahawks sponsorship, we wanted to tap into that passion. We needed something that went beyond just branded signage and cookie-cutter giveaways. We wanted to become part of the 12s culture. The idea became 12status––a ?rst-of-its-kind program rewarding fans with miles based on how the Hawks performed. With it, we set out to drive awareness of our partnership, inspire Seattleites to travel, and give fans a new reason to love being a 12.

Fans could easily get involved by signing up at Seahawks.com/12status. SkyMiles members could simply use their existing login information. Non-SkyMiles members could easily get a number through the 12status microsite, immediately earning miles and other perks during the regular season and playoffs.

Through a series of animated videos, Michael Bennett educated fans about the unique perks, such as 12status Priority Boarding at Sea-Tac, upgrades to the Delta Sky360 Club at CenturyLink Field, free custom-designed 12status t-shirts for fans ?ying out of Sea-Tac on away game days, and an innovatively designed Beer Poncho.

The campaign rolled out across channels including CRM, social, PR, in-airport, and in-stadium.

We gave the most committed fans in the league a program that was committed to them. With Seattle pride at its core and innovative thinking driving its execution, 12status brought to life the spirit of our rallying cry –– You Can’t Stop Seattle.

Our set number goals were 28,000 total sign-ups and acquisition of 4,250 new SkyMiles members in WA State. We exceeded both.

4,418 new SkyMiles sign-ups

29,368 total sign-ups

221,992 site visits and 108,188 unique visits

A total of 186,433,477 campaign impressions