Time-sensitive offers are so commonplace in the airline industry that they don’t create the same sense of urgency as they used to. So when Swoop – Canada’s number one “ultra-low-cost” carrier – was having a limited-time sale with 60% off flights to Mexico, we needed to do something different to cut through and drive bookings. With Mother Nature’s help, we created a time-sensitive sale like never before. On one of the very beaches we were promoting in Mazatlán, we made a giant coupon in the sand. As the tide came in, it slowly erased our offer. We streamed the soothing-yet-simultaneously-urgency-inducing event on Facebook, inviting everyone to take advantage of the deal before it washed away.