JETBLUE
THE JETBLUE STORYBOOTH: CREATING A WORD-OF-MOUTH MEGAPHONE. JetBlue Airways is a brand built on experience. And word of mouth about that experience. Their fans are their greatest asset. The problem was, as the airline faced its biggest growth year in its short history, how could they amplify the voice of an already passionate fan base in a sincere and cost-effective manner.
So we created a megaphone: The JetBlue Story Booth. A two-ton, 18’ x 12’ x 10’, mobile interactive installation that records audio and visual travel stories from existing (and potential) JetBlue customers. Visitors walk inside and are given on-screen directions by a “virtual flight attendant”. These stories are recorded were given to artists to create content for multiple media, like the web, in-flight entertainment, and television.
The JetBlue Story Booth went on a twelve-city tour garnering 10,000+ attendance per city and over 1.2 million impressions, gathering thousands of stories that created: 16 television commercials, 12 online viral videos, 1 half-hour in-flight video, and 2 cinema executions. All created for 1/3 the cost of our closest competitor’s traditional ad campaign.
This work achieved JetBlue’s best April and May ever, driving revenue per passenger mile up 22% and revenue per passenger up 26%.
CAMPAIGN / TV / VIDEO / EXPERIENTIAL / OOH / PRINT / RADIO
The result of capturing 1000 stories led to the actual video content that was then interpreted by artists and brought to life as "love" letters to the JetBlue experience.
David Neeleman, founder of jetBlue
JOSH P VIRAL
The below video was a consumer-generated homage to the song created by Josh P about JetBlue that illustrated his love for JetBlue.
