Southwest Airlines rewards complainers with Visa gift cards

HOUSTON (KTRK) -- Southwest Airlines is turning social media into social business.

The airliner is reimbursing travelers who complain about the excessive fees of its rivals. Southwest gave away Visa gift cards in the amount of the fees that some passengers said they had to pay while flying other airlines online.

The "Fees Don't Fly" effort is part of the airline's broader "Trans-farency" campaign, which plays up the carrier's stance against add-on fees.