United Airlines Promo, Case study PROMOTIONS FOR TRAVEL OPTIONS by Barrie D'rozario Murphy

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Industry Airlines, Mobile applications
Media Promo & PR, Case study
Market United States
Agency Barrie D'rozario Murphy
Executive Creative Director Stuart D'rozario, Bob Barrie
Copywriter Paul Bartow
Released July 2010

Credits & Description

Category: Best Consumer Engagement
Product/Service: MOBILE APPS
Date of First Appearance: Jul 20 2010
Entrant Company: BARRIE D'ROZARIO MURPHY, Minneapolis, USA
Entry URL: http://www.optathlon.com/
Executive Creative Director: Stuart D'Rozario (Barrie D'Rozario Murphy)
Executive Creative Director: Bob Barrie (Barrie D'Rozario Murphy)
Art Director/Associate Creative Director: Steve Rudasics (Barrie D'Rozario Murphy)
Copywriter: Paul Bartow (Barrie D'Rozario Murphy)
Brand Integration Supervisor: Dave Daily (Barrie D'Rozario Murphy)
Director of Project Management: Janie Waldron (Barrie D'Rozario Murphy)
Executive Producer: Jack Steinmann (Barrie D'Rozario Murphy)
Digital Strategy Director: Tim Harsh (Barrie D'Rozario Murphy)
Production Company: (Matmi)
Media placement: Online Campaign - Web - 20 July 2010
Insights, Strategy & the Idea
To inform passengers about—and drive trial of—Travel Options by United, a suite of products and services that enhance passenger comfort (and United revenue).
Creative Execution
The Optathon: a family of online and mobile games featuring Travel Options products. Passengers could pass time in an entertaining way at the airport, and win Travel Options prizes to be redeemed on the spot for their upcoming flight. All participants also had a chance to win a 1-million-frequent-flyer-mile grand prize.
Results and Effectiveness
optathlon.com: 2.1 million site visits and 5.1 million game plays. Average playing time, over 4 minutes.
Mobile: 26,831 app downloads, 225,655 game plays. Average playing time: over 23 minutes.
Website and mobile app have driven $1,322,600 in online revenue for Travel Options by United.