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