Dive Brief:
- Southwest Airlines is turning notifications into rewards in an effort to help loyalty members combat burnout, according to a press release.
- “Enter Airplane Mode” encourages users to scan a QR code and upload a screenshot of their home screen notifications to receive Rapid Rewards points. Users can also take a burnout quiz to get recommendations for their next vacation and earn points.
- The effort is the first under Sabrina Callahan, the airline’s inaugural chief digital and marketing officer. The campaign comes as the brand seeks to expand its digital presence and bolster its rewards program, which saw enrollment grow 35% year over year in Q2.
Dive Insight:
Backed by a Southwest-sponsored survey that found 76% of Americans feel burned out and 68% believe that trips are one of the few times they feel in control of their time, “Enter Airplane Mode” — a reference to the mobile phone setting — builds on the airline’s history of cheeky marketing while addressing a growing consumer pain point. Central to the effort is support for Southwest’s rewards program, which is nearing 100 million members.
Created in partnership with GSD&M, the airline’s longtime creative partner, the campaign is supported by a series of spots directed by Will Speck and Josh Gordon and narrated by Adam Scott, known for his role in workplace series “Severance,” adding a layer of cultural relevance for audiences.
In “Meetings,” an office worker becomes inundated by meeting requests before finding relaxation aboard a Southwest flight. A 15-second spot, “Mass Transit,” shows a woman trading the indignities of the daily commute for air travel. Each ad asks the viewer if they’ve “hit their booking point,” a play on the phrase “hitting your breaking point.”
Later serves as the creator agency on the campagin, while Sparks Foundry is the media agency.
A Southwest-sponsored survey of 2,001 Americans found approximately 75% of people leave paid time off on the table and 34% haven’t taken a trip of more than two days in over a year. Giving away rewards points could help make vacations feel more in reach.
Mounting fuel costs associated with the Iran war led to a 21% YoY increase in the cost of airfare earlier this year, making point programs a potentially valuable tool for consumers looking to travel. Nearly 80% of travelers rely on loyalty programs and 72% of millennials use rewards to stretch travel budgets, according to Barclays 2025 Travel Rewards and Loyalty Report.
Southwest has made attempts to overhaul its brand image in recent years to appeal to stressed out and dissatisfied consumers. In June 2025, it launched “Are You Sitting Down?” to announce the introduction of assigned seating, a major step for the airline.
The airline posted a Q2 operating revenue of $8.4 billion, the highest in company history, reflecting a 16.4% YoY increase, according to an earnings release.
