partnership

Clients  United Airlines/Sony/Disney

Challenge
Create awareness of the partnership between United Airlines and Sony for the upcoming new movie, “Spider-Man: Far From Home” at New York’s Penn Station space.

Idea
Fly Like A Superhero (from McGarryBowen)

How it works
Working collaboratively with McGarryBowen’s advertising campaign, “Fly Like A Superhero”, my team and I were tasked to develop an event in Penn Station as an extension of the campaign and to promote the upcoming movie, “Spider-Man: Far From Home”. Working with a lean budget, we had to be creative and resourceful. To help make sense of the partnership, as one may wonder approaching the space, we played up the local neighborhood friendly Spider-Man and his preference to use United to fly far from home to Europe for vacation like in the movie.

United’s space was set along a scenic scene by the river in Venice, Italy where Peter Parker and his friends went for their class vacation. To draw people into the space and support the Brand Ambassadors, we’ve hired Disney’s Spider-Man impersonator to mingle with the visitors. This helped create excitement and engagement with a simple game of plinko and to take an animated photo at the digital photobooth to share out socially. Surrounding the space, the movie trailer, a digital poster, and United’s Spider-Man themed safety video was played to intrigue the visitors and be aware when the movie will play in theaters. As a Thank You for engaging and sharing their experience on social with #MyUnitedJourney and #SpiderManFarFromHome, visitors were rewarded 2 free Fandango movie tickets. When shared on social, displays featured the posts live on site to help build further excitement. Spider-Man themed Amenity Kits from United and Sony movie posters were given to all who visited. And if one was inspired by all this to book a trip or ask about flying United, a functioning Customer Service area was available to answer questions and/or book travel to help fulfill the wish on the spot!