In 2013, the U.S. Federal Trade Commission revised its disclosure guidelines for branded content so that it is incumbent on the advertiser to make it clear when a brand has material connections to a piece of content. It requires marketers use understandable, easily identified language to connect the brand to the content.

With “Destination Dragons,” Southwest was consistent and straightforward about the fact that it was sponsoring this special Imagine Dragons concert series, and the band did the same, while also promoting the launch of the group’s new “Smoke + Mirrors” album.

Southwest Airlines, which is in the business of making memories for its customers, was seeking a unique way to build brand affinity and overall awareness among people 18-54. It also wanted to raise awareness of its L.A. and Atlanta routes.

The team aspired to create a program that would fire people’s imaginations. From a strategic standpoint, music was seen as the great connector.

Southwest already had a music property with relatively low awareness, “Live at 35”, which showcased emerging artists performing in-flight.

The big idea was to create a fully integrated, never-been-done-before program in partnership with Imagine Dragons, one of the world’s hottest bands with a rabidly devoted fan base.

Named Breakthrough Artists by both MTV and Billboard, their hotly anticipated album “Smoke + Mirrors” was launching Feb. 17. The group wanted to celebrate with Super-Fans in the cities that launched their careers.

It was an inspired opportunity to make connections. To generate fan frenzy and press interest, the Southwest team organized a concert tour dubbed “Destination Dragons.“

They picked three U.S. cities that played a role in the band’s development – Los Angeles, Salt Lake City and Las Vegas – plus Atlanta, a new priority market for Southwest.

An unforgettable highlight would be a “Live At 35” concert in the air, giving fans the chance to interact with the band in a way they never could have imagined.

The tour gave the Southwest team multiple opportunities to create original branded content for the airline and the band to use in paid and earned media, as well as across their owned and social channels.

The fully integrated program included a microsite, National FlyAway sweepstakes, heavy social activity, 20 local market radio promotions, major media partnerships, and the concerts, complete with VIP suites, meet-and-greets, co-branded gift bags – and lifetime-lasting memories.

To capture its target’s attention, the Southwest team used unexpected venues via media partnerships, homepage takeovers and digital banners in Rolling Stone and Billboard, which broke the exclusive about the tour

Initial press, including New York Times and USA Today, described the National FlyAway Sweepstakes, pointing to www.destinationdragons.com, and chances to win free airfare. The country’s #1 morning and daytime talk shows touted the opportunity to mingle with Imagine Dragons.

In 20 markets, local radio promotions included live DJ callouts, prizes and social posts. In those cities hosting concerts, DJs awarded tickets to listeners, and Twitter Scavenger Hunt winners also received tickets and branded swag. Edited tour footage was shared across owned and earned channels via #DestinationDragons.

Southwest exceeded every brand affinity and awareness measure the team had set, both nationally and in its 20 priority markets, including L.A. and Atlanta.

The National Flyaway Sweepstakes generated more than 73,000 entries in 13 days, up to seven times the number a typical Southwest sweeps delivers. Media tie-ins with Billboard and Rolling Stone garnered more than 1.5 million impressions through home-page takeovers, digital banners and editorial. Twenty local market radio promotions further amped up awareness.

With 6,301 Tweets and Facebook and InstaGram posts via Southwest, Imagine Dragons and Billboard, excitement around the tour skyrocketed. Consider the 7627% spike in concert views on the airline’s Facebook page, which contributed to more than 103 million social media impressions overall.

The press widely covered the tour, including the country’s #1 morning show (two segments), the #1 daily talkshow, The New York Times, USA Today, Associated Press, ESPN, CNN, and more. Comparable media value topped $5.2 million with total media impressions estimated at ONE BILLION+.

By partnering with Imagine Dragons, Southwest became part of a pop culture phenomenon. When “Smoke + Mirrors” launched in the midst of “Destination Dragons” frenzy, it shot to #1 on the Billboard 200.

Southwest Airlines’ mission is to connect people to what’s important in their lives, creating memorable experiences that surprise and delight.

Music has that effect on people.

So would an in-flight concert at 35,000 feet featuring one of the hottest bands on the planet, just days after its eagerly anticipated new album was set to debut.

Since Imagine Dragons wanted to celebrate their new album with super fans in cities that factored in their early success, Southwest created the “Destination Dragons” tour.

With a combination of digital, social, media partnerships, promotions/activation and PR, Southwest offered the group’s die-hard fans the chance to travel to four cities for exclusive, intimate concerts in addition to the in-flight performance.