Opthathlon | Matmi

United Airlines wanted to boost sales of their new upgrade options

Problem

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.

Features

Showcasing a product portfolio
Creating awareness
Product education
Driving sales
Enhancing brand equity
Driving social engagement in earned media channels
Technical innovation

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5 million+ engagements

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750,000 unique visitors

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Generated in excess of $1million in revenue

“We loved the Optathlon suite of games, but we had no idea that response levels would be so high. The mobile games got great reviews in the App Store as well, 4+ out of 5 which is great… a high quality campaign that wowed our customers and really got the buzz going.”

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

Solution

Concept Art

Concept Art