Friday, June 19, 2009

JetBlue's Innovative Launch

In a bid to build buzz for its new routes from New York's JFK and Boston's Logan International to LAX, JetBlue airline is counting on a stream of tweets and videos produced by a host of YouTube "stars".

The airline has used a plane complete with wireless internet access in order to facilitate constant streaming for the JFK-to-LAX flight.

All of the content producers received a free flight but most received no other monetary compensation. A few were paid by Howcast to produce how-to videos featuring JetBlue. The airline requested that all the bloggers to disclose the relationship in whatever videos they produce and to keep them "family-friendly."

The experimental campaign was supported with billboard and radio to support the online content.

Via - AdAge