In partnership with the Tribeca Film Festival, United Airlines surprised its passengers with a movie premiere on a flight between Newark Liberty to Chicago O'Hare. The screening was for the documentary 'Destination: Team USA.' As the name of the film suggests, the movie focuses on five American athletes who will represent their country in the Rio 2016 Olympics. The lucky passengers also received Team USA and Tribeca Film Festival memorabila and got to snack on the famous Chicago-based gourmet Garrett Popcorn.
The movie premiere event involved promoting several non-competing brands: United Airlines, Team USA, Tribeca Film Festival and Garrett Popcorn. Surprising airline customers with an in-flight movie premiere leaves a lasting memory for passengers and it is probably a story they would share with their peers, thereby providing United Airlines with authentic word-of-mouth advertising.