Travel Options by United is a suite of products and services designed to help drive revenue, while also allowing customers to customize their travel experience. To educate people about Travel Options, and more importantly, to increase trial, we created the Optathlon, a group of online and mobile games. Each game featured a different Travel Options product. Travellers could play on line or at the airport where they could win a prize for that day’s flight. Optathlon games were played more than 5 million times in 3 months.