Our most recent campaign launched in 2011. At the outset of the project, OAK had over 5,000 Facebook fans; Distill sought to leverage the airport’s significant online presence to further increase passenger traffic. In a previous social media campaign Facebook fans were invited to submit pictures of how they spent the time they saved by flying OAK. More than 300 people entered photographs, and we worked with selected photos to create the campaign. The results have been spectacular. OAK gained more than 10,000 fans in 6 months following the campaign. More importantly, overall passenger traffic at OAK continues to grow.