JetBlue Flies a Successful Twitter Promo
By Frank Reed. Filed in Social Media Marketing |Tags: JetBlue Airways, twitter
Image by matt.hintsa via Flickr
by Frank Reed
In the social media world, it is so important to try to do things that haven’t been done before. Why? Well, since social media is so new and the applications of it have not even begun to be thought of yet, you must be a risk taker by default to see if it will work for you and your business. We hear more about social media flame-outs, which I attribute to our human nature to feel that news is mostly negative. Fortunately, there have been some risk takers that have had success worth discussing.
This week, JetBlue ran a very successful campaign in New York City. How do we know it was successful? No one was hurt, no one is really complaining, and it got some press. While many in the social media world would use other metrics, I think these are pretty darn good.
So what did they do? They gave away 1000 round trip tickets in three locations that required people to follow their “guidance” on Twitter to know where to go and what to show up with. This is where the “no one got hurt” part makes sense, huh?
CNET reported:
It was apparently one step short of a cattle stampede when low-cost airline JetBlue used its Twitter account to announce that, as part of its 10th anniversary celebration, it would be giving out about a thousand free round-trip tickets at three undisclosed locations in Manhattan on Wednesday.
“One of the things we knew was that people were just going to follow us,” JetBlue public relations representative Morgan Johnston told CNET, relating anecdotes about one woman who claimed she sprinted in heels from midtown to the Financial District (one of the giveaway spots), people chasing the JetBlue team in taxis as they left one location to head to the next, entire offices clearing out when they heard that one of the ticket giveaways was nearby, and a cab driver who left his passenger behind in order to get out and claim a ticket. “It was like the Pied Piper of Hamlin.”
Once again I reiterate: no one got hurt. I have to admit that if I was responsible for this kind of promotion that caused mini-panics in offices and a run on taxi cab fares in NYC, I would have some concerns. Fortunately for JetBlue, this one worked well, and I tip my cap to them.
So, would you have the confidence to give something like this a shot? Of course, it would be best if your business lends itself to this kind of reaction. If you are selling pipe fittings in Peoria, you will need to tweak the concept considerably.
This is the fun of social media, though. There is a chance to do things that have never been done before. As people begin to experiment more and more, it is likely that those with jangly nerves need not apply.
What do you think about JetBlue’s “event?” What could you do that would cause a stir and make the cash register ring?
Monday, March 15th 2010 at 10:33 pm |
very cool, although giving away 1,000 free airplane tickets is a bit out of my budget right now, haha
Tuesday, March 16th 2010 at 12:54 pm |
Social media will be more popular for future days. Nice post.
Tuesday, March 16th 2010 at 3:56 pm |
Twitter is going to be a super power of social media, Thanks for the info.
Sunday, April 11th 2010 at 5:55 pm |
“Brilliant” those who comment negatively probably aren’t as innovative and are not in business for themselves. If you can create a stir like that on your campaigns you can bet a twist here and there will work for others in different businesses.
Wednesday, April 14th 2010 at 6:43 pm |
It was really a wonderful idea on part of JetBlue. Those who are ready to implement such innovative ideas and ready to spend the money for such unproven concepts, can take such risks for sure. I liked the whole article but the last sentence confused me. JetBlue spent so much money in automation equipment and giving out 1000 tickets , Frank just written an article on that, then why he is expecting more and more innovative ideas for free? People now a days are interested in new things to follow from time to time and businessman can take a good advantage of this mentality for improving their business.
Wednesday, November 3rd 2010 at 10:09 am |
Great way to hook people in, don’t know how it will go in the long term, but you have to try something!
Thursday, November 29th 2012 at 1:39 am |
Great article! So just curious, what recommendations would you make to JetBlue with regard to its sales promotion strategy?
Thursday, November 29th 2012 at 11:15 am |
Leyna – What sales promotions exactly are you referring to? I would be happy to comment but want to make sure I am commenting on exactly what you are referring to. Thanks for checking in!
Thursday, November 29th 2012 at 2:35 pm |
Well, in reguards to the twitter promotion you wrote about above for starters. It was kind of a risky move that proved sucessful. Do you think that more social media promotions by like this one by JetBlue would be as effective than say just offering coupons overall. I mean monitarliy of coarse the twitter stunt would get attention but is that the kind of promotion it takes to increase sales overall or do you think traditional methods like coupons and loyalty programs are still the best way. What kinds of sales promotions would encourage the most new customers? It would seem as though this type of twitter promotion and the AYCJ promotion were targeted more to repeat customers. Which teqniques work the best to aquire new customers, maintain customer loyalty, and boost brand awareness. The newer promotional methods using social media, gurrila marketing, and headline grabbing stunts, or more traditional promotions like coupons, loyalty programs or Both. What are your suggestions on ways JetBlue can improve on their promotional tactics.
Thursday, November 29th 2012 at 5:35 pm |
I think maybe, Ive answered my own question. I think JetBlue needs to offer more general sales promotions that are not limited to certain groups of people, ex AYCJ- people who are frequent fliers and usually have bought a pass before, and Twitter promotions that are limiting to people in certain areas and assume everyone is social media savvy, or even their current promotion Half Fare Double Fun that is targeting people who will be traveling for the holidays, and is willing to chose from the vacation packages offered by JetBlue. I think overall these are great ways to boost brand awareness and perhaps even loyalty. I do not think however, they are very good means to aquire new customers. For that purpose I feel as though the traditional coupons for discounted fares, more promotion of their reward programs and free flight potential by the earning of points, and more overall advertising one travel sites and through other media would be the most beneficial to the company in the long run. Do you agree?
Friday, November 30th 2012 at 7:43 am |
Leyna – I wish there was a true cut and dry answer to this but there isn’t. I don’t think you can continually do ‘stunt driven marketing’ like this one and expect to survive. Giving away too much could devalue your service and your brand.
If you want attention or feel that you simply need a PR boost then doing something to get a wider audience will work.
I guess the best way to show how this worked in my case is that until you commented here I had totally forgotten about the promotion and even JetBlue as an airline. I have never flown them and not sure I ever will other than the fact that I am a Southwest flier (when I do travel which is infrequently) or I am buying a ticket based on convenience of schedule.
Not to say that there was no value of this stunt but these things are short-lived and they start to look almost too commonplace if a company continues to try to out do itself.
Hopefully that made some sense. Thanks for the conversation.
Friday, November 30th 2012 at 12:02 pm |
Yes that helped very much! thank you! :o)