"We think that it has potential to form a closer bond with our customer base and get some interactive communication going between us and New York followers," said Ned Raynolds, manager of corporate communications for American Airlines. "Let's see if we can mobilize our fans and make fans of our loyal friends in New York."
He added the airline is also listening to feedback from customers, saying it gives American a "built-in way to communicate with them very directly."
"NYC Challenge 10,000" is focused online, with American using its Web site and Twitter to spread the word about the challenge. The company is also doing media outreach to support the campaign, targeting online outlets and blogs, as well as general business and travel media in New York.
American Airlines' AOR Weber Shandwick helped on the campaign.