Virgin America had mandates for several small “viral” projects running at the same time, each with budgets of less than $100k. We suggested combining the multiple projects into one quality campaign that achieved the same goals.
Given their brand and customer demographic, we knew that music and dance would resonate with their customers, and set Virgin apart from their competitors. The Stafford team, which at the time was integrated into the Virgin Produced team, collectively created the Virgin America Safety Dance, a music video which doubled as a major advertising campaign as well as the inflight safety video. We strategically cast dancers with strong social media followings and influencer networks. We achieved our goal by generating enough social buzz to trigger a large-scale earned media syndication.