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jetBlue Airways

jetBlue Airways

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jetBlue Airways

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  1. jetBlue Airways By: David Baldwin, Jadian Warren, Sybil Deriso & Tatiana Ortiz

  2. Campaign http://www.youtube.com/watch?v=8gE3A_B2EOAvhttp://www.youtube.com/watch?v=8gE3A_B2EOA http://www.youtube.com/watch?v=zmS2xSNYFlk

  3. Purpose • Promote brand name • Promote interaction with current customers • Create awareness of the brand with non-customers

  4. Objectives • Increase brand awareness and loyalty • Increase customer involvement • Increase voter participation in presidential election

  5. Strategy • Target men and women 18-40 • Ensure political neutrality • Engage customers with common election complaint “ If my candidate doesn’t win, I’m leaving the country.” • Offered 1006 roundtrip tickets to customers whose candidate lost ( 2012 seats.. I see what you did there) • 21 international destinations

  6. Tactics • Online voting on website (use Facebook to login) • Click either donkey or elephant • Enter preferred destination • Voting results were showed in real-time • http://www.jetblueelectionprotection.com

  7. Tactics Cont. • TV advertisements distributed through NY stations • Teamed with NBC’s Decision 2012 • Week in October street teams were in NY with iPads at 25 landmarks for instant voting • Phone wallpapers • Destination postcards

  8. Evaluation • 60 million earned impressions, doubling paid impressions • (AdWeek, The Associated Press, Bloomberg Businessweek, CNN, Fox News, The Hill, Gawker, The New York Times, NPR, PerezHilton, USA TODAY) • Story was picked up by 1,560 news outlets in 11 countries • Over 112,000 votes were cast, and the site saw 420,474 unique visitors. • 44% of consumers surveyed post-activation could put JetBlue and Election Protection together • 2/3 of those aware of the promotion felt more positive about JetBlue

  9. Which social media outlet do you prefer? • Twitter (text 719527) • Facebook (text 719528) • Text to +1(747)444-3548