Delta Infiltrates Slack to Bait Hard-Working New Yorkers Into Taking Their Summer Fridays

Campaign Infiltrates Slack Channels to Sniff Out Those in Need of a Break

Published On
Jun 28, 2016

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The concept of "Summer Fridays" likely finds its origins in the advertising and media worlds of New York City, but across the entire country, observers say that tradition is pretty much "dead in the water," with only 8% of U.S. workers taking full advantage of it. So, to help get New Yorkers away from their desks and out having some summer fun, Delta and Wieden & Kennedy New York are giving them a little kick in the booty with "Go Fridays."

In a sneaky move, the campaign infiltrates worker hives through Slack with a "Go Fridays" bot that will offer extreme toilers perks like Delta flight vouchers, a tour of the Whitney and reservations at top NYC restaurants. Delta has sicced the bot on the Slack channels of companies including NowThis, Spongecell and Casper.

Those who aren't sniffed out by the bot can also tweet to @DeltaNY or post to social media through the #GoFridaysContest hashtag why they need a "Go Friday" break.

The initiative runs through the end of summer and is part of Delta's "NY is Go" local campaign, highlighting the ambitious drive of New Yorkers.