United Airlines Pumps Massive Olympics Marketing into Social

United Airlines is well underway with its 2018 Olympic “Superheroes” campaign, but the massive amount of content it is pumping out is striking.

Forty pieces of social content around the Olympics are flowing on Facebook where United has 1.1 million followers, and on Instagram, where 513,000 fans follow the airline. Video is an important component of the campaign and United is turning that content around faster and more efficiently after ramping up in-house video capabilities, Digiday reports.

“Superheroes” puts the spotlight on the 38-year relationship between the airline and the United States Olympic Committee and the challenges in getting to the games—whether that’s the exceptional athletic skills of Team USA athletes or the hard work of United employees responsible for flying Team USA and other customers to Peyongchang, South Korea.

The videos are being shown to passengers flying to South Korea throughout the games, which end Feb. 25, and also appear on TV, online, in print and outdoor and in airports

“Superheroes” celebrates the six U.S. Olympic and Paralympic athletes sponsored by United, as well as six United employees selected to represent the 90,000 United team members.

“The tie between Superheroes and Team USA athletes is clear—they are regular people who use their exceptional talents to accomplish the incredible,” says Mark Krolick, vice president, marketing at United Airlines.