Jet Blue - Think up

Jet Blue - Think up

JetBlue 'Think Up' | Through its variety of charitable campaigns and online and real-world marketing initiatives, JetBlue is an airline well-known for its social media presence and customer engagement. The airline's latest crowdsourcing campaign seeks to create a new tablet experience for flyers.

In 'ThinkUp', the airline reached out to its 680,000 Facebook fans to submit their ideas for the design of the airline's new tablet app, scheduled for launch in 2013. JetBlue will vet customer suggestions across six categories – Educational, Fun, Ticketing, Functional, Loyalty and Other – and will hold a live public vote for the five best ideas for each category. Submitters of the highest-voted ideas will win one full year of travel on JetBlue. The contest began on November 19 and continued through December 2, with voting taking place between December 10 and 17.

This campaign was launched in line with the 1 millionth JetBlue iPhone app download and the launch of its Android app. It's a great example of crowdsourcing, with a substantial incentive to draw quality submissions. Additionally, JetBlue benefits from the usage of direct customer-sourced suggestions to get a feel for what customers expect. The airline posted 'ThinkUp' as a Facebook app under its page for “Customer Inspired Innovation” and titled the app's comments section as a “Chat” forum for fans to exchange ideas.