The Challenge

How do we make United relevant to runners at the NYC Marathon?

The Strategy

Since United Polaris business class provides optimum sleep for travelers, focus on the importance of sleep for marathon runners.

The Idea

Demonstrate the link between sleep and performance through high-tech "sports science" content and interactive experiences with legendary runner Meb Keflezighi.

Customized sleep assesment and training plan

Instantly win a runner's dream trip or gear curated by Meb

Meb personal appearance and tips for traveling

Social video series featuring Meb Keflezighi and his sleep tips

Pre-race email video driving runners to the United brand experience at the Expo

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