The concept of the Pursuit app focuses on the pursuit of unique, interesting and memorable experiences. Each location is themed around an interest or passion, and each mobile component begins with a slice-of-life 360ºvideo that whisks you along a first-person activity that gives you a taste of what you can expect if you visit. Additionally, each location includes a wider “village view” for you to explore as you learn more or even begin trip planning.
The users experience is initiated with a mail piece that will be delivered to all qualifying MileagePlus members. The printed piece uses a image recognition app to activate the digital experiences, which will include richer location information, contextual partner advertising for greater relevance, opportunities for United employee content contributions and more—all of which is explored in greater detail in each program concept.