Delta Air Lines is upgrading its millennial-focused mobile engagement strategy with a location-based scavenger hunt on Snapchat that invites users to find its geofilters in various Los Angeles neighborhoods for a chance to win branded perks.

The company?s Delta DreamHunt challenge seeks to challenge young Los Angeles residents to actualize their dreams by following contest clues on Delta?s social media channels and hunting for the airline?s specially-themed geofilters around the city. Coupled with a strong social influencer backing, Delta hopes that the Snapchat-based scavenger hunt will help the brand connect with millennial travelers, many of whom are inundated with flight options from third-party services.

?With 100+ million daily Snapchat users, Delta's new marketing push to pull in millennials to its fold is innovative and, following the boom of Pokemon Go, seems right in line with millennials? interests,? said Marci Troutman, CEO of SiteMinis. ?Scavenger hunts (albeit the initial campaign is targeted only at the L.A. market) that allow big wins, including free flights, concert tickets and invites to the 2017 Grammys, are a great way to engage millennials.

?This promotion, if successful, would be a wise use of marketing dollars to ramp up to other markets.?

Flying in Snapchat mastery
Beginning last week, the airline rolled out the Delta DreamHunt sweepstakes, backed by clues posted on its social media channels as well as the help of several social influencers.

Young Los Angeles residents are encouraged to locate Delta?s themed geofilters in neighborhoods across the city.

Contest winners will receive prizes such as meetings with Los Angeles-based influencers, tickets to local entertainment events and Delta privileges including bonus tickets, miles and Sky Club memberships.

The brand has selected five regional influencers ? such as music group Karmin and Nasty Gal founder Sophia Amoruso ? to reflect one neighborhood. Each week, the sweepstakes introduces a new theme that corresponds to a specific influencer and his or her neighborhood.

The clues lead participants to the hidden custom Snapchat filter.

These clues are disseminated via Delta?s social channels, as well as those of the chosen influencers.

Once Los Angeles residents find one of the filters, they must snap a photo with it and submit it to Delta?s official Snapchat channel, @Delta.

The contest?s weekly prize is a chance to personally meet that week?s social influencer and discover first-hand how he or she became an L.A. success story.

Other chosen influencers include chef Ray Garcia and a player from the Los Angeles Lakers team.

Consumers can submit their entries for the sweepstakes every Wednesday from 11 AM to 11 PM. The contest runs through October 5.

Airlines on mobile
By tapping Snapchat for this interactive social activation, Delta is well-poised to reach a wider swath of millennials and younger consumers with its brand messaging. Individuals interested in making a trip in the near future may become inspired to participate for a chance to win various airline perks, such as extra miles.

Airline companies have been more active on social media and mobile channels as of late, particularly where new ad units are concerned.

Hong Kong Airlines recently flew in a new type of mobile ad format to promote upgraded flight seats via 360-degree videos enabling viewers to walk through a business class cabin and picture themselves experiencing premium travel (see story).

However, location-based initiatives can help airlines offer more relevant content to consumers, and in turn, gain valuable insights on customer behavior that can be used to inform future marketing efforts.

For example, United Airlines and American Airlines flyers can now earn miles by sharing their location data via a new application called Frequent Flyer (see story).

?All airlines should definitely consider using location-based mobile activations to engage new users with their services and amenities, as a large percentage of travelers have their location turned on while traveling to engage with social media,? Ms. Troutman said.