Working with Meb Keflezighi/2016 NYC marathon


As part of the United Polaris Business Class roll-out, the team was tasked with incorporating the Polaris showcase into the marathon expo activation space. How do you make airplane seats relevant to a group of runners? It was no easy feat, however, since one of the main selling points of Polaris is that you can get a great night's sleep and arrive to your destination relaxed and refreshed, that's what we ran with. Yes, sleep. And in fact, getting a good night's sleep is a major factor for achieving a successful run.

Meb Keflezighi, an Olympic medalist, a New York City and Boston marathon champion, and an advocate for sleep, was a perfect fit. Our partnership with Meb allowed us to create a link between sleeping on a plane and having a successful run. We created life-sized wall graphics, informational social content and a sports science style video, through all of which Meb became our champion of sleep.