American Airlines is running a mobile sweepstakes to drive downloads and raise awareness of its iPhone application.

Travelers who download the application are entered to win a grand prize ? a million American Airlines AAdvantage miles. The application is available for free in the App Store.

?Our strategy is to offer a fun, unique promotion to incent travelers to download our iPhone app,? said Marcy Letourneau, spokeswoman for American Airlines, Forth Worth, TX.

American Airlines serves 250 cities in 40 countries with, on average, more than 3,400 daily flights.

Mile high
Consumers can enter the sweepstakes by installing and launching the application and then entering their information in the pop-up window.

Here is a screen grab of the application:

In addition to the grand prize, customers who download the application can also enter for a chance to win a $400 Apple gift card.

American Airlines will choose 30 winners for the card.

Here is another screen grab of the application:

?The promotion will be mentioned in our in-flight publication, American Way,? Ms. Letourneau said, ?We?ve also highlighted it via our Web site, as well as other American Airlines Web sites ? such as AA Vacations.

?It?s also mentioned on our Facebook page and we send an email to our customers,? she said.

Mobile sweepstakes
Customers can earn an additional sweepstakes entry by forwarding the promotion to others via the ?tell-a-friend? form.

Travelers who do not have an iPhone can register for the sweepstakes by watching a promotional video about the application and then filling out an alternate registry form online.

Although the company would not divulge any plans to extend its application to other platforms, they are looking to continue with social interaction.

Here is another screen grab of the application:

?Unfortunately I?m not able to discuss future plans, although I can say that we are extremely engaged in the social media space and are always looking at ways to further engage our customers and interact with them,? Ms. Letourneau said.

Final Take
Rimma Kats, editorial assistant at Mobile Marketer, New York