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JetBlue 'Getaway with it' | In June 2012, American ‘no-frills’ carrier JetBlue’s launched an online, live game show titled ‘Getaway With It’, aimed at promoting awareness and sales for its JetBlue Getaways package holiday service. The show, which aired on JetBlue’s YouTube channel, was presented in vintage American game show format, and was filmed live at a set in New York City.
JetBlue promoted the show through an integrated print, outdoor and social media campaign, including ads at its JFK terminal as well as through embedded ads on online cable television listings. The promotional campaign generated over 42 million total impressions and over 13,000 people signed up through an HTML5-based campaign website to be a contestant on the show. JetBlue also offered calendar syncing with Google Calendar to help remind people of when the show would be on air. The show relied on Skype to bring contestants live on air. Three contestants at a time, from across the US and the world, were asked a series of questions about JetBlue Getaways packages and destinations. Correct answers moved the contestants up in the rounds. The winner got a JetBlue Getaways package for two to a JetBlue destination.
Over its five-day broadcast, ‘Getaway With It’ resulted in over 93,000 total live-stream views and 1.4 million unique page views. The viewing time of the show averaged at over 10 minutes per view. Additionally, the campaign increased consumer awareness of JetBlue Getaways by 117 percent. ‘Getaway With It’ was developed by JetBlue with its creative agency, Mullen, as well as production companies Unit9 & Holster and Suite Spot. According to JetBlue Senior Vice President for marketing and commercial strategy, Marty St George, the decision to build an online game show came after considering JetBlue’s customer base to be “young, affluent and digitally savvy” as well as taking inspiration from the increasing “gamification” of marketing.
3 | Airline Marketing Benchmark Report | December 2012
