Southwest Airlines integrates its Rapid Rewards program into NFL experiences, creating a loyalty strategy that extends beyond football games. The company revamped its program in 2011, changing the basis of point calculation to ticket prices instead of trips. This shift enabled Southwest to provide value through sports sponsorships, which directly connects with NFL fans at events. Its partnership with the Dallas Cowboys exemplifies how Southwest utilizes game-related promotions to attract and engage new customers.
By embedding its Rapid Rewards program into the NFL experience, Southwest built a loyalty strategy that extends well beyond the game.
We found that to be one of the most compelling ways to really see the value of our currency is through sports sponsorships, emphasizing access to thousands of fans.
Through its sponsorship of the Dallas Cowboys, Southwest has leveraged Rapid Rewards to attract both flyers and fans.
The updated program shifted to calculating points based on ticket prices instead of the number of trips taken.
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