Creating a mechanism for United's passengers to experience its range of flight upgrades was the key element in the Optathlon campaign.Games provide a simulation medium which allow players to experience situations at their convenience without being present physically. The Opthalon suite of games developed so that each game represented a different flight upgrade. For example, the game "Legroom Legend" represents United's Economy Plus extra legroom seats.The concept developed further so that players could experience the flight upgrades in reality by winning upgrades within the games.

- Over 2 million plays of the games in the campaign's 3 month run - up to the date of the sweepstake prize draw for 1 million United air miles.- 85,000 wins of flight upgrades from within the games.- "Millions of dollars worth of additional revenue for the airline" (United's statement).- Very positive PR coverage for the airline in travel/tourism press.- Although the prizes are no longer available, the games continue to be played. At the time of this award entry, the Optathlon suite has been played over 20 million times by 1.9 million unique visitors.