After several high-profile customer service crises, United Airlines' net sentiment was at an all-time low (-61%). United saw their sponsorship of Team USA at the '18 Pyeongchang Winter Olympics as an opportunity to bring some much needed positivity to their social presence.
Our idea, at Wunderman, was to transform the "Helping Superheroes Fly" tv campaign into a social conversation that Americans can participate in and make their own. We created over 100 assets deployed across 8 digital channels over a 10 week period.
The Results: United brand rehab accomplished.
• By the closing ceremonies, United's overall net sentiment rose to 15% (a jump of 76% points)
• The net sentiment for the Olympics campaign was a near-perfect 99%
• #TeamUnited was used 149% more times in the 2018 Olympic campaign than it was during the 2016 UA Rio Olympics campaign
• By the closing ceremonies, United's overall net sentiment rose to 15% (a jump of 76% points)
• The net sentiment for the Olympics campaign was a near-perfect 99%
• #TeamUnited was used 149% more times in the 2018 Olympic campaign than it was during the 2016 UA Rio Olympics campaign
Here are a few of my favorite pieces from the campaign...
ATHLETE ORIGIN STORIES
Every great hero has an origin story. We published these videos to give fans reason to cheer for the athletes that represent our country.
Where did these live? Everywhere, of course. These videos were resized and re-edited for use in every possible channel.
HERO TRANSITIONS
Quick, digestible bits of social eye candy that show our stars transition from everypersons to superheroes.
INTERVIEW MONTAGES
Get to know the inner thoughts of the athletes and employee heroes.
DIGITAL TRADING CARDS
Collect 'em all! First the athletes...
... and then collect the employees' cards.