Engagement and traffic are both up for the air charter company Wheels Up, thanks mainly to its sponsorship of American Pharoah and its brand ambassador, Serena Williams.
Twitter's engagement was up 835 percent compared with that of the previous week with 698 retweets over the weekend, and the company has ranked No. 1 on Instagram in the private aviation space category.
On Tuesday, Kenny Dichter, the CEO and co-founder of Wheels Up, said that the American Pharoah deal was sealed within six hours on Thursday. He received a call from the agency responsible for Triple Crown marketing at 6 in the morning, and by noon the legal paperwork and deals were completed.