In 2010, United Airlines decided to release its flight upgrades range to all passengers, not just Premium flyers.The challenge was that people didn’t understand the flight upgrades until they’d tried them – and they didn't try them because they didn't understand them. Hence the “Optathlon” campaign was born.

- 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.

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.

The method was most relevant to promoting United's flight upgrade options because the games recreated the services. Enjoyment of playing the games simultaneously educated passengers about the services. Knowing that they could win an upgrade in real life encouraged passengers to play repeatedly and pass them on.The Optathlon games suite was promoted to United's customer base using email promotion, and to consumers in general though bill board and on-screen advertising in airports. The games were free-to-play and hosted on the campaign microsite for maximum exposure. Two were also available as free mobile apps for iPhone/Android.