United was the Official Airline of Team USA for the PyeongChang Winter Olympics. The campaign started from a simple truth: Olympians can do almost anything, except fly. United can. So we gave six Team USA and Paralympic athletes superhero alter egos, from Jamie Anderson's Arctic Angel to Nathan Chen's King Quad, and extended the same hero treatment to United's own employees.

We launched experiential with a "Superhero Lair" event built around a hero-employee reveal and a theater debut of the campaign film, then took it into all seven United hubs through life-sized athlete installations, collectible action figures, and a Trading Places PR stunt that sent United pilots to the Olympic Training Center and Olympic athletes into United's flight simulators.

Outcomes
Installations across SFO, LAX, EWR, IAD, IAH, DEN, and ORD drove 1,052,650 physical impressions.
The commercial launch drove a 700% spike in #TeamUnited activity on Twitter and 200% on Instagram, with roughly 3,000 posts the day after.
The 12 action-figure designs became sought-after collector's items, with 800 units distributed across the seven hubs and 566,400 social impressions generated with the athletes.
The SFO athlete send-off later drove a #TeamUnited spike of roughly 6,000% on Twitter.