Instead of asking people if they wanted to get away, we wanted to give them an actual place to escape to. So we got a tropical island off the coast of Belize to serve as a sanctuary for the embarrassed. We then told the internet that their money was no good to us - we wanted their most embarrassing moments using #WannaGetAway. The stories of humiliation poured in and we even offered a few invites of our own based on embarrassing moments in culture (we’re still waiting on Hillary Clinton’s response.) And throughout the year, we’ve been sending the internet’s most humiliated to wash away their shame in crystal clear blue waters of #WannaGetAway island.

In September we kicked everything off with a Launch video on our social media channels, as well as paid social posts. People could submit their most embarrassing, most cringe-worthy stories using #WannaGetAway for a chance to get to Wanna Get Away Island. The internet voted for their favorite stories and our elite panel of judges (Southwest employees) would determine who was worthy of a free trip to the island. Winners were announced throughout Fall and from there we flew them to an all-inclusive island paradise off the coast of Belize, cause if you Wanna Get Away you need to get far far away.

We asked for people most embarrassing stories and boy did we get them. Along with a ton of word of mouth and some trending on twitter, we also received the following results:

Total PR impressions: 131,065,443

Total site visits: 894,368

Total participation: 55,433