United Airlines

Problem

United Airlines had a lot of unfilled seats as the recession took its toll. An unused seat is a perishable product, so timing is everything. United did the usual e-mail sales alerts, but they needed better results. They found that if people had to think about a trip, they could just as easily forget about a trip.

Social Media Solution

United developed a Twitter campaign that surprised customers by posting extremely low rates in real time. Travelers had to make quick decisions: the prices were so good they sold out within hours instead of days.

The campaign changed the way people think about taking a trip. No longer was it only a considered purchase. With Twitter, it became an impulse buy. United's low-price promotion became sticky because customers were looking forward to their twits.

Success

United is filling up more planes more often, and has drawn a new group of engaged customers to its brand.