| The Super Bowl is for losers, in a manner of speaking. That is, most of the audience are fans of the many teams that didn't make the cut. That simple, kinda brilliant, insight is what shaped United Airlines' "Believing Changes Everything" hack of the big game. This campaign supported the high profile game day buy with more localized variants that targeted fans and teams near the company's major hubs. At last month's MediaPost TV and Video Insider Summit, Athena Nestoras, Senior Manager of Global Advertising & Social Media Strategy laid out the brand's unique travel plan for a Super Bowl win. |
