Spirit Airlines Offers Miles for Hate

Here's a new marketing strategy: Ask customers why they hate you and reward them for it. Spirit Airlines encouraged responses in exchange for 8,000 frequent flier miles: hate for eight, or H8. The company received more than 30,000 comments.

In a press release, the company promotes its "State of Hate Report." According to Spirit's President and CEO Ben Baldanza, "I think if any organization asks for feedback you would expect the vast majority of responses would be directed at the company that seeks it. But in this case we were surprised that most consumers chose to share their frustrations about other airlines." In an infographic, Spirit explains the campaign and the results. One of the graphics shows the distribution of hate.

Spirit H8

On another video, a cartoon character news reporter reviews the survey results and encourages more responses.

Discussion Starters:

  • Describe the company's strategy for the campaign. What do you think Spirit's management team hoped to accomplish?
  • Would you consider the campaign successful?
  • What's your view of the two videos and the infographic? Consider Spirit's audience and the company's messages.