United Airlines’ ‘Buy Miles’ Mystery Bonus Sale is a strategic marketing tactic aimed at increasing revenue through its MileagePlus program. The positive aspect is the potential to attract more members to purchase miles, thereby boosting short-term revenue and engagement with the loyalty program. However, the ‘mystery bonus’ could be perceived negatively if it’s not perceived as a good value by customers, potentially leading to brand fatigue. Investors should assess if such promotions are sustainable long-term strategies or short-term revenue boosters that could devalue the loyalty currency. The effectiveness hinges on customer perception and the overall value proposition compared to competitors.