PAIGE VANDERLEEST

Frontier Airlines set out to prove it was the most rewarding airline on earth not through messaging, but by delivering a tangible, culturally relevant act during Super Bowl weekend.

 

Inspired by renewed attention around John Leonard and the Pepsi, Where’s My Jet? Netflix documentary, the brand addressed widespread skepticism around loyalty programs by turning a famously unfulfilled promise into a real reward. Frontier converted Leonard’s 7 million soda points into 7 million Frontier Miles—enough to potentially fly for life—and extended the concept by allowing consumers to exchange unused rewards points from other brands for up to 5,000 miles.

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As Social Supervisor, I supported real-time community management across platforms, helping translate a high-volume cultural moment into clear, engaging interactions that reinforced trust and participation. The campaign generated 29K participant redemptions and resulted in 2,500 flights booked within one week, demonstrating how culturally-led engagement paired with responsive community management can convert attention into action.