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"Palm Palm" Case History
Objective: United Airlines wanted to leverage their sponsorship
as the "Official Airline Sponsor" of the US Open Tennis
Championships and draw visitors, particularly their frequent
business travelers and Mileage Plus members, to their
on-site booth to participate in several activities there and
receive a free gift.
Strategy & Execution: The gift United provided needed to be one
that would appeal to this sophisticated market. A
distributor presented United with IMC's "Palm Palm"
pen/stylus.
Results: United chose IMC's "Palm Palm" because they felt that
the pen/stylus piece was a perfect fit for this market
segment. This market's avid adoption of business-related technology,
such as Palm pilots, makes a direct connection with the piece. The engraved logos gave the piece sophistication that United
felt their target market would find appealing. Also, the price point of the piece was within budget.
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