American Express- & Delta-Sponsored Instagram Game Aims to Raise Money For Non-Profit


American Express and Delta Airlines, with help from BoomBox Inc., have teamed to launch #GoTo, an Instagram-based social media game which aims to tout the airline’s New York and Seattle hubs… and do some social good. The campaign embodies gamification and aims to raise money for the non-profit Junior Achievement.

American Express will donate $50,000 to Junior Achievement but how that money is split between New York and Seattle will be determined by the game. Users post photos to Instagram and tag the either #GoToSEA for Seattle or #GoToNYC for New York.

Photos are categorized (sights, bites and activities) on the GoToSEAorNYC website and then people are able to vote. Site visitors are  presented with two pictures–one from each city in one of the three categories. People then choose their to reveal which city they’d #GoTo.

Total scores are calculated by adding the number of photos each city has submitted and the number of votes each city has. Each photo and each vote count as one point. The percentage of total points a city has dictates how much money it will receive from the $50,000.

Currently, there have been over 4,000 photos submitted and over 250,000 votes counted. The six week campaign ends on June 13th, right when Delta will ramp up its flight offerings at both their Seattle and NYC hubs.

Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.

Related Topics: Channel: Strategy | Creative Of The Day


About The Author: is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!