Mileageplus x spotify PARTNERSHIP campaign
Team: In-house at United Airlines
Role: Graphic designer & producer
The project:
With the launch of United Airlines’ Kinective Media (the airline industry's first traveler media network), United sought to revolutionize in-flight entertainment (IFE) by transforming it into a high-value advertising and lifestyle platform. 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:
Developed a visual language that respected both Spotify’s vibrant green, youth-led aesthetic and United’s "United Blue" corporate identity.
Dual-Brand Architecture
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.
OMNICHANNEL ENGAGEMENT
The Impact:
The campaign successfully validated the Kinective Media model and solidified United’s leadership in the digital traveler space:
Successfully reached over 189,000 seats, earned over 584,000 campaign views, and received over 90 broadcast pickups in the first 90 days.
MASSIVE audience reached
Facilitated the acquisition of new Spotify Premium subscribers through the MileagePlus 1,000-mile incentive program, deepening the "lifestyle" value of the United brand.
LOYALTY CONVERSION
Established the benchmark for future Kinective Media partnerships, proving that United’s seatback screens are a premier "full-funnel" advertising channel for global brands.