Spirit Airlines’ wacky new marketing campaign encourages you to hate on them. The ironic thing is that I never had an issue with Spirit until I tested out their Hate Thousand Miles campaign.
Log onto HateThousandMiles.com and you’re greeted by an assaulting yellow screen and an intimidating blonde woman hurling expletives into a cartoon cloud. The video is something you would see on a comedy site like Funny or Die — a man strums a guitar while the blonde woman explains the campaign and encourages one and all to hate on any airline of their choice. They then go on to share some laughable tweet-length complaints about Spirit in the “spirit” of fun and humility. All you have to do is complain, and you will receive 8,000 FREE SPIRIT frequent flier miles within 10 days. You start to think, “Hey, what’s the catch?”
I don’t have much experience with Spirit, but inspired by my recent carry-on conundrum I took the bait of a potentially free flight and vented about the now-uselessness of my carry-on in 140 characters. The first catch is the required fields — the very first of which takes your email, home address and phone number for a free account with Spirit. There’s already enough information about me floating in the Internet ether, so fair enough.
Now equipped with a member number, I submitted the grievance and was greeted by a few expected pages of terms and conditions. Spirit can modify or terminate the program at any time, flight cancellations won’t be credited, I can unsubscribe thusly, yadda yadda. I accepted my fate, still holding out hope for a flight to anywhere (okay, somewhere). Spirit congratulated me for getting my beef with an airline off my chest, and ensured that within 10 days I would receive an email with my miles.
I started dreaming about all the places 8,000 miles could bring me from New Jersey. After much investigation I found a chart that explains which destinations I’d be eligible for. Standard flights are out to any region — those start at 10,000 miles. But an array of “off-peak” journeys in regions one through three (up to 24,999 physical miles) came in at 2,500, 5,000 and 7,500 FREE SPIRIT miles. Perfect!
Perfect until I realized I had no idea exactly what qualifies as “off-peak”… and still haven’t had any luck finding it (if you do, let me know). In theory, the nearby Philadelphia airport could whisk me to all but two locations on the chart during off-peak times. I headed back to the terms and conditions for any semblance of sense and I came across an unwelcome surprise: “For members redeeming Off-Peak awards, the Award Redemption Fee must be paid with a Spirit MasterCard.”
Wait, what redemption fee? I don’t even have a MasterCard.
“Members will need a credit card at time of booking and are responsible for paying any and all applicable taxes and fees (including, but not limited to: Customs, inspection, immigration, security, agriculture, facility and departure/arrival charges, any administrative fees and the September 11th U.S. Security Fee of up to $10 USD roundtrip).” Okay, I can handle $10, but how much is all that other stuff? I couldn’t pay it anyway because I don’t have the right card.
In the end, I giggled at the crude comments in the video, I submitted my complaint, I bought into the hype — but if your campaign is to be transparent about what your airline is offering customers, perhaps the same standard should also apply to your campaign.
– written by Brittany Chrusciel