United For The Holidays

The holidays are the time to share the joy with the ones closest to us. But what if we could share that cheer with the people we typically ignore—our fellow holiday travelers? United Airlines wanted to help us all feel a little closer together during the stressful travel season. So we put together a campaign that enhanced our passengers experience (not only bringing the joy IRL, but also through social media) helping everyone feel #UnitedForTheHolidays

Role: Concept Ideation, Senior Copywriter, Lyrics development, Pre-production, Production & Post-Production,

Event Activation & Video capture

Our United carolers took over United Airlines terminals to do more than just sing. They used a combination of pre-written lyrics and improv to bring everyone together. The video reached 174K users on Facebook with a 4.78% Engagement Rate (76% more users than the average organic posts in December). As well as, 3.51% Engagement Rate on Twitter.

social media

We spread the cheer to those at home, too. People could vote for the lyrics or songs they wanted the carolers to sing next through our Instagram Story. The story had over 38K opens, giving fans who weren't at the airport a chance to feel United.

Cards That Unite

We distributed one festive holiday card per row in our airplanes, as well as boxes of coloring pencils. The flight attendants encouraged travelers to come together to decorate them and write a joyful message for our troops. Over 7,000 cards were delivered to veterans in Houston, Chicago, Denver, Fort Myers, Florida, Cleveland and San Diego. Social content generated: a 3.60% Engagement Rate and reached 143K users on Facebook(59% more than the average organic post in November.) As well as 2.72% Engagement Rate on Twitter, and tons of UGC.

User Generated Content:
(Click to enlarge)

Candy Cane giveaway

We created blue candy canes that came with a spare. Passengers were encouraged to give a sweet treat to another passenger or airport employee to share the joy. Over 5,000 "double" candy canes were distributed.