Southwest Airlines and the Amp Agency collaborated to create a unique program for the holiday travel season, focused on providing a wide range of reasons to fly. At the heart of this program was the Reason Randomizer, an augmented reality (AR) face filter available on Instagram. This innovative filter randomly generated fun reasons for users to fly Southwest Airlines.

To kick off the program, a launch video was created to promote the filter. Additionally, social engagement was integrated into the program with influencer content and other engaging content shared across various social media platforms throughout the campaign. The goal of the program was to inspire travelers to choose Southwest Airlines for their holiday travel needs, and the Reason Randomizer filter added an element of fun and excitement to the campaign.

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