LONG ISLAND CITY, NY: JetBlue has kicked off a campaign that uses an interactive game show to drive awareness of its Getaways vacation packages.
The “Get Away With It” real-time game show allows consumers to play a trivia contest about JetBlue packages using Skype, a webcam, or mobile devices.
The campaign, which will launch June 18 and run through the end of that week, was created by Mullen, JetBlue's advertising AOR since May 2010.
Groups of three contestants will play five games a day through June 22, with JetBlue streaming the games live online. Winners from each game will receive a free travel package for two. Consumers who want to play the game, but don't make it to the live game show can still play online for a chance to win discounts towards a Getaways vacation package.
“We looked at some statistics, and we realized that a lot of people are playing games,” said Allison Steinberg, senior media analyst at JetBlue.
Steinberg said the target demographic for the campaign is “digitally savvy” and “connected” consumers, and its goal is to engage fans and build brand awareness of JetBlue and its Getaways trips.
The campaign's PR elements include street teams that will take over parts of storefronts in select cities such as New York and Boston with interactive game elements. The storefronts will ask bystanders to answer trivia questions, said Steinberg.
She added that the street teams will also hand out “big, bushy” mustaches to represent the “retro” gaming era and host Mark Hammerberg.
The airline will also reach out to national media and bloggers to promote the campaign. The initiative has already been covered in The New York Times and Adrants.
In addition to traditional media outreach, Steinberg said JetBlue has “large social properties” and “very engaged audiences on Twitter and Facebook,” so the company will spread the word about the effort on its social networks.
JetBlue's Facebook page has more than 600,000 “likes” and its Twitter account has more than 1.6 million followers.