United Airlines – Case Study


Objectives:

Increase awareness and enrollment of United Airlines’ College Plus travel program and to promote United’s partnership with Coca-Cola!

Solution:
We developed the “Music United” Enhanced-CD and concert campaign series that featured music and video interviews of emerging artists with strong college-demo appeal. The campaign also included an enter-to-win component where college students could enter-to-win online or at the events with integrated music and travel-related prizes. The “Music United” Enhanced-CDs were distributed as a Coke gift-with-purchase program at campus cafeterias and through street teams at events on 20+ college campuses including 8 campus where we produced concerts with the featured artists.

Results:
Over 250,000 Enhanced-CDs were distributed. The E-CDs delivered a 51% click-thru rate and a 33% acquisition rate resulting in a 206% increase in United’s College Plus program which has been the most successful campaign for United’s College Plus program to date.