Brazil's Gol Airlines used a Facebook contest to boost its online profile in a Valentine's weekend promotion through Almap BBDO.
During the weekend a series of images containing empty seats were uploaded on the company's Facebook wall(every time an image was about to be uploaded, a message was posted on the wall shortly beforehand). The first users to see the images and type in the seat numbers won a pair of return tickets to any of GOL's destinations; an act that required multiple refreshes of the page. As a result, the airline's Facebook fanbase rose from 12,000 to over 200,000.
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