JetBlue Executes an In-Flight Social Experiment - Event Marketer

JetBlue Executes an In-Flight Social Experiment

DB_JetBlue_Content_EX 2017
Brand: JETBLUE
Agency: MULLENLOWE
Awards: EX AWARDS — BEST USE OF EVENTS FOR CONTENT
Year: 2017

The political climate surrounding the 2016 presidential election was a rocky road paved with dissent, to say the least. But JetBlue wanted to know—was America really that divided? To find out, the brand executed a sky-high social experiment aimed at getting passengers, and the general population, to compromise. The Reach Across the Aisle stunt involved 150 passengers aboard a flight from Boston to Phoenix who were told they would win a free round-trip ticket to one of 20 destinations served by JetBlue—but only if they could all agree on a single destination by unanimous vote before the six-hour flight landed. And in the end, agree they did.

To kick things off, JetBlue distributed red and blue hand signs for voting to each side of the plane. Passengers then debated and lobbied as the “Speaker of the Plane” guided them through the deliberation, all of which was filmed by three roaming camera operators. GoPros were also positioned throughout the aircraft to ensure all of the action was captured.

The activation ultimately reaffirmed JetBlue’s position as a risk taker and highlighted its “ inspiring humanity” messaging. Oh, and it earned 300 million media impressions, along with 70 unique social mentions from major news outlets and influencers. That’s some serious liftoff.

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