JetBlue - Shades Up

JetBlue - Shades Up

JetBlue has been very active in experiential marketing, connecting with consumers in innovative ways and building a personal connection to its products and services.

JetBlue’s NYC storefront ‘A Better Wingman’ promotion, included in our July report, featured a ‘virtual’ crew member informing passers-by of JetBlue’s services. The YouTube video garnered over 33,000 viewers online.

PR Week covered JetBlue’s experiential promotions, stating “Campaigns are great, but live experiences make memories that last.”

JetBlue has now made more lasting memories with its “Shades Up” contest at Aventura Mall in South Florida. The airline invited shoppers to accurately identify city-views, for a chance to win free tickets. On the cabin wall of a fuselage, video monitors served as aircraft windows which played aerial views of the airline’s nonstop destinations out of Fort Lauderdale and prompted participants to guess what city they were flying over. Those who selected the right city were entered in a sweepstakes for two round-trip tickets to any of JetBlue’s destinations. Video of the event here.

Over the one-week that JetBlue ran its ‘Shades Up’ contest, it garnered almost 9,000 interactions and 1,678 email submissions. JetBlue reports this represents an 18.75 percent response rate—well ahead of the industry average of 10 percent.

Phillip Ma, advertising manager at JetBlue told Clickz:

For JetBlue, humanizing the brand experience was extremely important. JetBlue’s mission is to inspire humanity, and we breathe this into every customer experience. Surprising and delighting customers helps the company to deliver on this promise.