JetBlue showed again its brand integrity, spending money on what matters to customers & saving it on what doesn’t. This week it decided to promote its first flight into Los Angeles International Airport by packing YouTube celebrities in the plane to document the ride.
Basically the strategy was simply – give away tickets to a group of YouTube producers who always get high hits. Let them film, blog & tweet using your inflight wifi (which promotes that too). Hope like hell that at least one or two of them produce something worthwhile which then spreads virally, aided by lots of tweeting.
JetBlue asked all the bloggers to disclose that they’d gotten free tickets to their audience and also to keep them “family friendly” but other than that they were given free reign.
Aside from this online campaign, JetBlue did purchase a small amount of outdoor & radio spots in LA to promote the new routes and a few print ads in NY. But the bulk of the effort has gone into YouTube & Twitter.
The results….. well a bit too soon to tell yet because it takes a little time to pull together the videos but here are a few
