Partnership:

Sesame Street Name & Likeness and United Airlines

Description:

United Airlines named Oscar the Grouch as its first Chief Trash Officer as part of the airline's new consumer education campaign designed to promote the benefits of using sustainable aviation fuel more broadly. 

The new campaign--which features Oscar in more than 30 pieces of original video, digital, social, and out-of-home content- follows the iconic character's journey from job listing to c-suite office starring alongside real United employees. 

The integrated campaign includes interactive social-first elements, colorful spreads in Hemisphere magazine, and a unique film series, all of which were created to simplify a complicated topic in an approachable and entertaining way. Creative highlights include: 

  • Film Series: Across multiple videos, United highlights Oscar's work in his new role, such as a "BINtro" film showcasing his first day on the job. The film is part of a series that focuses on the importance of SAF. In ad additional 90-second film, United Captain Tomica Adams breaks down how things like waste can help fuel air travel. 
  • Out of Home: United's OOH content introduces the airline's new hire in a larger-than-life format. The playful imagery features Oscar in aviation settings-from tarmac to onboard. 
  • Digital/Social: The story continues on social media with bite-size edutainment videos, engaging IG story features, emoji-filled Twitter threads, and more to raise awareness of SAF. 
Partnership Opportunity:
Sesame Street Name & Likeness/Travel
Company:
Sesame Workshop
Partner/Category:
United Airlines /Travel
Timing:
March 1st Quarter 2023
Target:
Male
Female
Family
Adults 18-24
Adults 25-34
Adults
Promotional Elements:
Branded Content
Other
Media Elements:
Banner Ads
Email
Print Advertising
Signage
Social Media
Transportation

Website and Social Media

Created On:
2023-04-21
Last Modified on:
2023-04-25
Companies Involved
Tuck

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