United Airlines introduced a new marketing campaign this week, tied in to the launch of Spider-Man™: Far From Home. The deal includes an updated safety video and Polaris amenity kit for business class passengers. United is also launching an opportunity for its MileagePlus members to bid miles to attend premier parties for the movie around the country in advance of its widespread release on July 2, 2019.
The new safety video clocks in at a rather lengthy 4:45 duration and includes plenty of cameo appearances along with the typical safety details. Portions of the visuals feel awkwardly shoe-horned into the script but overall it gets the job done. United did add a visual cue about leaving all bags behind in case of an emergency evacuation, a topic that is top of mind after the SSJ tragedy in Moscow last week. Still, it remains unclear if the longer, “entertaining” safety videos do a better job of getting passengers to pay attention and process the instructions than a simpler demonstration.
Read More: Newest safety video: A grand distraction
The revised amenity kit for Polaris business class passengers lets passengers sleep like Spider-man, thanks to an updated eye mask and socks made in the style of the superhero. It is a cute update to the product and could lighten the mood in the cabin as passengers “suit up” for sleep on board.
For Spider-man fans hoping to catch the newest installment of the movie before it opens nationwide in early July United’s MileagePlus Exclusives auctions has seven such opportunities on offer. A theater in each of the carrier’s six hub cities will host a screening the week prior to the general release with tickets on sale for a fixed 4,000 points rate. The grand premier in Hollywood also has a more traditional auction option, with the price starting at 25,000 points for two tickets to the show, an after party and a tour of the Sony studios lot. Airfare to Los Angeles is not included.
As cross-branded promotions run this is an impressively comprehensive effort. It brings economy class and business class travelers into the effort at slightly different levels. It also extends off the aircraft with the MileagePlus integration, extending the opportunity into the broader travel community.