Jetblue - Share A Coke With Humanity

Jetblue - Share A Coke With Humanity

A recent campaign by JetBlue and Coca-Cola invited people to overcome their distrust of strangers and share a bottle of Coke with another person in New York City’s bustling Penn Station. The idea was to reward generosity with the gift of travel.

JetBlue and Coca-Cola rigged a vending machine in the station to dispense an extra bottle of Coke whenever one was ordered. Then, as customers noticed the second bottle come tumbling down, a large message appeared across the machine’s digital display instructing that person to: “share this Coke with anybody”.

Hidden cameras were installed in and around the vending machine and at other points in the station to capture people’s reaction to the free Coke bottle, as well as their interactions with anyone they attempted to share it with.

JetBlue’s role came into play when a Coke was successfully gifted to a stranger. In some of those cases, JetBlue staff appeared in the station to hand out a free travel voucher with the tagline “Good Things Come To Those Who Share”.

Fastcompany.com reported that the vending machine dispensed 300 bottles of Coke through the day of the campaign (that’s 150 unique transactions) and that organizers reported a 70 percent share rate… higher than initially expected.

The feel good video produced from this project was viewed on YouTube more than 60,000 times in just ten days.