Reinventing Loyalty: How Gamification Reshapes Consumer Marketing

Gamification SummitSan FranciscoJune 19-21, 2012

MileagePlus Offers Unmatched Scale and Benefits

90 MILLION

100+

records in member database

partners in loyalty network

18 MILLION active members in last 12 months

1.5 BILLION web page hits per year

30 MILLION email addresses

370

145 MILLION

destinations worldwide

passengers per year

25 Star Alliance partners

10 hub cities

5800 daily mainline flights

World’s largest airline World’s largest travel loyalty program

Key Elements of Gamification Are In Play to Actively Engage Customers

Fee waivers

Bonus miles

Priority services (Boarding, check-in, call desk)

Complementary Upgrades

Rewards & recognition

Free bags

1 3

Global Services

Premier 1K

Premier Platinum

Premier Gold

Premier Silver

Tiered achievement levels

2

Progress bars & goal pursuit

XXXX

Members Share Their Wisdom, Discuss Issues and Offer Constructive Criticism Through Online Forums

Chicago O’Hare, Dec 30th, 8:10 AM

Omaha, Dec 30th, 12:00 PM

Denver, Dec 30th, 1:50 PM

Los Angeles, Dec 30th, 6:30 PM

Vancouver, Dec 31th, 7:40 AM

Los Angeles, Dec 31th, 1:30 PM

San Francisco, Dec 31th, 4:00 PM

ILLUSTRATION OF A ‘MILEAGE RUN’ TO ACHIEVE PREMIER STATUS

Members Consistently Rate MileagePlus Premier Program As One of the Top 2 Drivers of Purchase

AdvergamesFor Promoting

United’s Travel Options

5 advergames were created to educate consumers about the 5 corresponding products:

Economy+ (Legroom Legend)

Premier Line (Line Jump Hero)

Awards Accelerator (Mileage Ace)

Door-to-Door Baggage (Suitcase Skyway)

United Club (Airport Oasis)

Advergames Surpassed Past Campaigns in Terms of Participation and Engagement

2X

4X

ITS NOT RACING … ITS PERFORMANCE

… and they are active in

8 of those programs

Average US household belongs to

loyalty programs18

Where Do We Go From Here?

AWARENESS

ENGAGEMENT

PROFITABILITY

Drive Currency Consolidation by Expanding Partner Network and Increasing Engagement

…and build a virtual currency that better surrounds the consumer

Leverage gamification to enrich member experiences …