Mileageplus x spotify PARTNERSHIP campaign
Team: In-house at United Airlines
Role: Graphic designer & producer
The project:
The challenge was to execute a seamless co-branded launch campaign with Spotify that prioritized user experience while driving MileagePlus enrollment and Spotify Premium subscriptions.
The visual system had to bridge two global giants, ensuring "brand credit" was balanced across paid social media, email, and 130,000+ seatback screens.
The strategy:
Dual-Brand Architecture
Developed a visual language that respected both Spotify’s vibrant green, youth-led aesthetic and United’s "United Blue" corporate identity.
Omnichannel Engagement
Engineered creative assets tailored to specific "journey moments"—from the first impression on social media, to the high-intent booking phase on the United website, to the long-dwell "captive audience" phase at the seatback.
The Impact:
Massive Audience Reached
Successfully reached over 189,000 seats, earned over 584,000 campaign views, and received over 90 broadcast pickups in the first 90 days.
Loyalty Conversions
Facilitated the acquisition of new Spotify Premium subscribers through the MileagePlus 1,000-mile incentive program, deepening the "lifestyle" value of the United brand.
Media Innovation
Established the benchmark for future media partnerships, proving that United’s seatback screens are a premier "full-funnel" advertising channel for global brands.