Southwest Airlines Case Study: Facebook Success Turned into Sales

Thousands of people were able to take advantage of a great 50% off fall flights deal with Southwest Airlines Friday August 3rd. To celebrate gaining an impressive 3 million fans on Facebook, Southwest organized a half-off certain flights promotional deal for their fans as a thank you.

In order for customers to receive the discounted price, they needed to use the promotional code “LUV2LIKE” with certain “Wanna Get Away” round-trip flights on September 5th, 11th, 18th, 25th, October 2nd, 31st, and November 6th. The deal would only work if fans booked their flights before midnight on Friday August 3rd at

Look closer at Southwest’s promotional campaign, there are a number of things you can take away and use with your own brand. First, this is a great way to create buzz and engagement about your brand from a social media success. Second, Celebrating a milestone with fans is important, but Southwest was able to to thank its fans and generate sales at the same time. Third, with the overwhelming number of fans and customers trying to take advantage of the offer, suffered performance issues and some customers were even charged for multiple bookings instead of only one. But rather than seeing this as a failure, Southwest used its problems as a way to show fans it could maintain an open conversation with them on social media as problems arose. They even acquired almost 150,000 more fans following the promotion.

So what can you take away from Southwest Airlines to help your business? Always celebrate social media successes, get your customers involved and create a promotion which drives sales as well as buzz to deliver ROI from your successes.

In this weeks episode of the Future of Engagement, Murray Newlands further discusses Southwest’s successful marketing campaign and what you can learn from its example for your brand.


  • Social Media Marketing
  • Increasing Engagement
  • Generating Sales

The social media monitoring tool Alerti was used to make the graph above that shows the peak in conversation about Southwest with their promotional code offer. Alerti is a great tool for bloggers since it lets them see what people are saying on certain topics through different social media platforms

If you are interested in doing social media monitoring for yourself, click on the white paper below.

Social Media Monitoring White Paper

  • Bhushan

    Murray, what a strategies is this….. from past few years SMM is going to take a very reserved seat for itself because has covered huge area and everyone knows about its strength.I think it can generate more sales by good promotion through it.

  • Aditi Datta

    Hey Murray!!
    This is just great. Facebook is really one of the best social networking site, being accessed by a lot of people nowadays. A proper interaction in Facebook definitely increases sales for your site. This is absolutely true I feel.

  • Aditya

    Nice Strategy to promote business.That’s why social media is of great concern.Providing what others want is the only way to be at the top.And Southwest Airlines have done the same thing.