A viral TikTok thought experiment focused on collectively purchasing Spirit Airlines has rapidly transformed into a movement that claims to have garnered pledges from over 36,000 individuals, amounting to approximately $22.8 million. This campaign, initiated by voice actor Hunter Peterson, who has credits in popular video games, took off following a TikTok video that amassed 2.8 million views by Sunday afternoon. The video featured a pitch advocating for the nationalization of Spirit Airlines, suggesting that with contributions from a fraction of U.S. adults, it could be entirely owned by the people.
Peterson launched the website letsbuyspirit.com on Saturday, gaining traction as more than 36,605 “founding patrons” reportedly pledged significant amounts, averaging around $623 each. Interest peaked, with the phrase “let’s buy spirit com” trending on Google, seeing searches surge by 1,000% in a matter of hours. Peterson’s online persona evolved swiftly, with his Instagram bio now indicating his ambitions to become the future CEO of Spirit Airlines.
However, as the movement grew, so did the challenges. By Sunday afternoon, the site faced extreme traffic, leading to it crashing completely. Initial messages on the site indicated an overload, with an update promising the re-establishment of site functionality within 24-48 hours. As a stopgap, the campaign directed followers to a new Instagram account for updates while the website underwent remediation.
In response to the crash, Peterson took to social media, humorously noting that the site was handmade and bound to have limitations. He appealed for help from developers and stated that major media outlets had expressed interest in interviewing him. Peterson emphasized his desire to manage the airline in a way that puts power in the hands of the public, stating that if investors were brought in, they would have to be non-voting members.
Interestingly, despite the high pledge amounts, Peterson clarified that no actual money would be collected at this stage. The campaign was framed around the concept of non-binding pledges, wherein individuals would register their intent without any actual financial transactions taking place. This clarification was in response to skepticism online regarding the handling of pledged money.
The initiative positions itself as a community-owned alternative to typical private equity ownership. The campaign’s website asserts a vision for collective governance, where each participant gets one vote, irrespective of their financial contribution. Peterson referenced successful community-owned structures like the Green Bay Packers, while acknowledging the complexities and regulatory hurdles involved in acquiring an airline.
Historically, attempts at community-owned airlines have encountered significant hurdles. Previous efforts, such as the now-defunct Kiwi International Airlines and United Airlines’ employee-ownership model, faced similar challenges, often resulting in eventual bankruptcy or absorption by larger carriers.
As the slogan “Spirit 2.0 / Owned by the People” resonates with the movement, Peterson remains focused on solidifying the campaign’s framework and strategy. He continues to work on rebuilding the website and seeks legal guidance before engaging with media outlets further on the initiative’s future.
