While travelling abroad can be an expensive affair, many millennials are making the experience a top priority and Icelandair is lending a helping hand with a free trip campaign in Montreal, Quebec called #MontrealAbroad. The free trip campaign is launched as a scavenger hunt through the streets of the cities where winners will be awarded complimentary roundtrip airfare to any of locations Icelandair flies to.
The scavenger hunt is executed through social media with the brand leveraging Facebook to release passwords to hidden locations to consumers. The first person to arrive to the said location with the correct password receives the winning free airfare.
Brands can leverage social media to create guerrilla marketing campaigns that are interactive and fun for its millennial demographics to partake in.