United offers loyalty prizes in competition

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By: Wise Marketer Staff |

Posted on August 25, 2005

United offers loyalty prizes in competition

United Airlines is offering all of its customers the chance to win some of its loyalty programme benefits and other 'extra service' offerings, such as seat upgrades and faster paths to elite status in the airline's Mileage Plus frequent flyer programme.

The airline's new "Click, Stretch, Win" web-based promotional game offers potential customers the change to win prizes when they use the airline's flight booking engine to search for fares (consumers can play the game once per day, from now until September 9th, 2005).

The prizes on offer include pairs of US domestic roundtrip tickets on United Airlines, one-year Red Carpet Club memberships, and 5,000 Mileage Plus bonus miles.

Playing the game Once registered, customers who visit the web site have to click on a picture of a man who's in a knotted position (a suggestion of what more cramped airline seating does to you), until he fully reclines. The web site then notifies them if they have won any of the game prizes.

The promotion is designed to explain the benefits of the airline's Economy Plus option, which is usually available to Mileage Plus Elite members and full-fare customers. Economy Plus provides preferred seating options for United and Ted aircraft, and will soon be on all United Express 70-seat aircraft (now branded as "Explus").

Promoting new service Dennis Cary, United's senior vice president of marketing, explained: "Customers who play for travel prizes have an interactive opportunity to find out about the comforts of Economy Plus seating, and the benefits of the new Economy Plus Access programme."

The Economy Plus Access programme is a one-year membership that provides Economy Plus seating, with options for additional Red Carpet Club membership or Premier Fast Track (which offers a faster way to Mileage Plus Premier status).

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