While many adults may not care, I guarantee you many children do. I bet that literally every trip I've been on Frontier this year, I've heard children, families, etc. discussing the animals.

Again, don't discount the animals and the equity they create in the Frontier brand. While some may only care about a flight that gets you to your destination, there's no loyalty in that (because it's an expectation of each and every airline) and the good marketers understand it.

Besides, who cares if the only reason people voted was for the promo code? It brought tens of thousands of people to the brand and THAT is what marketing is about. Based on the number of votes, I'd say they were pretty successful too.