United Airlines wanted to boost sales of their new upgrade options. Our solution was to harness a major feature of airports – waiting around – and engage customers on their mobiles, through games that would both explain the benefits and enable ‘instant win’ sampling.
We turned each featured upgrade into a game – forming the “Optathlon” series. Free to play, the games were played by passengers in the airport, prompted by on-the-spot advertising. Customers could win flight upgrades instantly, and claim their upgrade before boarding their flight.
United Airlines wanted to boost sales of their new upgrade options.
The problem was two-fold;
in airports the only media are posters, which can’t explain complex features and benefits, and customer apathy – holidaymakers just didn’t want to listen to UA’s sales messages