United Airlines: Terracotta Warrior

This case study describes how United Airlines drove awareness about new direct flights between Xian in China and San Francisco using the Terracotta Warriors.

United Airlines: Terracotta Warrior

Brand: United AirlinesAgency: Wunderman Shanghai

Summary

Challenge:

How to drive awareness for the new Xian to San Francisco route amongst Chinese consumers on a shoestring budget?

Solution:

We went the celebrity route and appointed the icon of Xian: the Terracotta warrior. We created an integrated experiential platform on Wechat that followed the Warrior's first journey outside the Middle Kingdom. He enjoyed the United service, saw the sights, and shared everything with his Warrior friends.

Results:

With no media and an overall budget less than $20,000, the campaign was shared 36,000 times, 7 times...

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