UNITED AIRLINES - New Route Launch


New routes are a big deal for the industry, and the public! So we got people hyped up by releasing a social film filled with clues to the new routes, challenging users to drop their guesses in the comments for a chance to win a seat on one of them. 


PHASE 1: THE TEASE 

First, we hinted that clues were about to drop. 




PHASE 2: THE CLUE DROP

The next day, we released the clue-filled teaser on IG, Twitter, FB and YouTube.
Introducing A Tale of Two Suitcases: a short film that transforms the United terminal into a canvas for clues.






PHASE 3: THE SLEUTHING 

The guesses poured in... click to enjoy.









We even hid a clue in the United app. 






PHASE 4: THE BIG REVEAL 

24 hours later, we posted the reveal film to officially announce the routes. 





THE RESPONSE:









And many more! Stay tuned for next year... 😉



Art Director: Tessa Memmott
CD’s: Maddie McDowell & Tim Howman 
GCD: Lauren Smith
Agency: 72andSunnyLA





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*Emily Rhodes is not an icon.
**Emily Rhodes is a copywriter.