FRUKT were asked to create a splashy buzz-worthy activation to roll out Delta’s partnership with LSTN Sound Co. that targeted millennials, and promoted Delta’s new stylish, noise-canceling headphones that will be featured in Delta One and Delta Premium Select.
Building off our current Delta music strategy and “pursuit of opportunity” brand message, we identified a common vision of Delta and LSTN – to inspire people through new opportunities and experiences. We knew that 72% of our target audience prefer to spend more money on experiences than on material things. In today’s social world, experiencing is believing whether that’s participating or seeing it via a trusted voice. As such, we activated a live product demo, backed by authentic influencer amplification.
We rose to the task by creating, producing, and executing the first-ever silent disco at 30,000 feet DJ’d by The Roots band member Questlove and emceed by renowned hip-hop music producer Yameen Allworld. Over 100 guests were treated to a full evening of surprises, including private transportation from NYC to JFK with a premium menu and cocktails, and a dance party photo booth at the gate, and culminating with a 90 minute silent disco party in the sky. The night was documented by guests, influencers and Questlove using #DeltaSilentDisco.
The first-ever silent disco at 30,000 feet DJ’d by Roots band member Questlove.