Every message was customised to its medium. As a sign of Ted’s 'do-gooder' streak, we distributed free flowers, coffee and pizza 'compliments of Ted'. At a footrace on a cold night, we gave out hand-warmers to chilled fans. Ted ran newspaper personal ads seeking kindred spirits. After Ted was revealed as United’s low-cost carrier, we continued customising messaging and we used a huge number of creative executions to communicate the depth of Ted’s personality.

Our small investment became the talk of Denver for weeks, and also won immense attention across the US, garnering over 250,000,000 media impressions (valued at over US$8mm by VMS Tracking Services). Ted ticket sales and load factors are above industry averages and Ted’s likeability scores are well above expectations.