Taking Off with Creativity: How United Airlines’ Super Bowl Ads Flew Beyond the Ordinary
Welcome to the world where Super Bowl ads are not just commercials, but a battleground for marketers to showcase their creativity and strategy. Today, I’m diving into a campaign that truly stood out, not just for its creativity but for embodying the brand values of United Airlines: “Believing Changes Everything.” Let’s unpack why this campaign was a game-changer in the realm of digital marketing.
The Game Plan: Unlike other brands aiming for a blanket approach, United Airlines decided to play it smart for the Super Bowl. They zoomed in on niche markets with six unique TV ads tailored for specific regional audiences. Whether it was local TV or social media, United had Chicago, Denver, Houston, Kansas City, Cleveland, and Colorado Springs covered. This strategy wasn’t just about reaching people; it was about connecting with them where they are most comfortable.
The Right Channels: Understanding your audience is one thing, but knowing where to find them is an art United mastered. By choosing the right mix of broadcast television and social media, they ensured their message was heard loud and clear. From TV screens in Kansas City, Cleveland, and Houston to social media (specifically Instagram) in Chicago and Denver to a special ad just for Colorado Springs (phew!!!), United Airlines made sure their campaign flew across the right channels, even incorporating streaming platforms and billboards into their arsenal. This was a masterclass in knowing your audience and how to target them.
Why It Soured High:
· Innovative Formats: Six ads, each with a unique regional flavor, broke the monotony and grabbed attention. This wasn’t just advertising; it was storytelling with a local twist.
Emotional Connection: The campaign’s heart was the concept of “belief.” It wasn’t just a word; it was an invitation to dream and trust in the possibilities. United didn’t just sell tickets; they sold hope, making the emotional connection that every marketer dreams of and not just me but Inc.com supports my thoughts as well. And if you changed your mind? No problem — changing your flight was free. How cool is that?
- Personalized Storytelling: Each ad was a story, woven into the fabric of the local communities and their love for football. United showed they didn’t just know their audience; they were part of their audience. This level of personalization made the campaign not just seen but felt. This article from Brand Innovators gives a roaring round of applause to United for adding a flavor of personalization in their ad campaign.
United’s Winning Values: What truly set this campaign apart was how it reflected United Airlines’ core values: connecting with people, overcoming challenges, and celebrating diversity and inclusion. By removing change fees, they removed barriers, enabling fans to chase their dreams without hesitation and relish this time with their family and friends. This campaign was more than marketing; it was United Airlines opening its wings to show its true colors.
So, if this peek behind the curtain of United Airlines’ meticulously planned and beautifully executed campaign has left you feeling inspired, then I guess the lessons from Professor Tombrakos’s class are truly sinking in.
Here’s to hoping this insight adds a little spark to your day and a lot of curiosity for what’s coming next. Catch you next week with more tales from the digital marketing front lines, straight to your inbox!
