Tickets For Life was a promotion designed to drive purchases at Delta.com and convert customers. Banners encouraged customers to frequently visit delta.com, enrol as SkyMiles members (if not already), and enter to win 45 daily prizes of 50,000 miles or a grand prize of 2,500,000 miles and $25,000. E-mail to SkyMiles members allowed them to enter and forward the exciting opportunity. The landing page featured a scrolling travelogue of Delta destinations which travellers may visit over the course of a lifetime. The six-week promotion yielded a C:E ratio of nearly 7:1, and an incremental channel shift of 7%, significantly better than anticipated.