JetBlue - #NYCTakeOff

JetBlue - #NYCTakeOff

JetBlue has made a name for itself by surprising New York City’s commuters with fun out-of-home stunts, including a talking ‘virtual assistant’ shopping window and a Coke vending machine that rewarded those generous enough to share with free flights—all with the aim of promoting itself as “New York’s Hometown Airline.”

With its most recent #NYCTakeoff stunt, the airline encouraged denizens of the Big Apple to “rip them off” by stealing giant peel-off poster vouchers from bus shelters across New York’s five boroughs.

With the help of its agency Mullen Lowe, JetBlue placed 185 gift vouchers hiding in plain sight. The vouchers were giant peeloff posters that people had to first tear off their displays to redeem gifts like roundtrip flight vouchers, NY Jets and Brooklyn Nets tickets, a scoop of Brooklyn’s Blue Marble Ice Cream, and other treats.

JetBlue had a little fun at the expense of participants who, by peeling-off the ads, revealed other permanent ads under glass with snarky lines like: “Snooze You Lose,” “Takers Gonna Take,” and “Report This Ad Stolen.”

Some bold enough to try were surprised by a member of JetBlue’s crew who helped them cash-in voucher (video). Others could go to a dedicated site to redeem their gifts with a voucher number.

This naughty stunt was so well-received that JetBlue did it twice: first on September 21, and again on October 10.