To relaunch its loyalty program during the big game without an expensive ad budget, Frontier Airlines decided to tap into the 30-year anniversary of the well-known Pepsi Harrier Jet lawsuit. The airline offered John Leonard a simple resolution by exchanging his 7 million defunct Pepsi Points for 7 million Frontier Miles, and then invited the public to trade in their own unused loyalty points for round-trip flights. Rather than buying traditional television airtime, Frontier leaned on the internet's existing interest in Leonard's story and organic social media momentum, which even caught a helpful boost from a Coca-Cola reshare. "The Big Redemption" promotion ended up generating $18 million in earned media and a 40% stock bump over five days, while seeing over 140 million unused rewards points redeemed by thousands of new passengers.