Jetblue Promo, Case study CELEBRITY BAGGAGE by Mullen Boston

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CELEBRITY BAGGAGE

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Industry Airlines
Media Promo & PR, Case study
Market United States
Agency Mullen Boston
Associate Creative Director Brian Leech, Allison Rude
Producer Cindy Kao
Account Supervisor Michelle Feeley
Released May 2011

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: JETBLUE
Product/Service: JETBLUE AIRLINE
Agency: MULLEN
Vp/Public Relations/Social Influence: Kalley Jolly (Mullen)
Supervisor/Public Relations/Social Influence: Jaclyn Bailey (Mullen)
Account Executive/Public Relations/Social Influence: Arianna Rubinstein (Mullen)
Account Supervisor: Michelle Feeley (Mullen)
Associate Creative Director: Brian Leech (Mullen)
Associate Creative Director: Allison Rude (Mullen)
Account Executive: Hannah Moore (Mullen)
Vp/Associate Director Of Digital Media: Katie Thompson (Mullen)
Associate Media Director: Marissa Cucuru (Mullen)
Senior Media Planner: Allan Apjohn (Mullen)
Producer: Cindy Kao (Mullen)
Vp/Group Strategy Director: Steve Chamberlein (Mullen)
Brand Strategist: Hannah Devendorf (Mullen)
Digital Media Planner: Ryan Chan (Mullen)
Svp/Group Account Director: Michael Craig (Mullen)
Media placement: Consumer PR - People.com, JustJared.com - 24 May 2011 - 6 June 2011
Media placement: Celebrity endorsement - Celebrity tweets - 24 May 2011 - 6 June 2011
Media placement: Social PR - Facebook sweepstakes - 24 May 2011 - 6 June 2011

Summary of the Campaign
JetBlue Airways has always offered perks that set it apart from other airlines, including unlimited snacks, Direct TV and the option to check one bag for free. Despite these perks, JetBlue began facing greater competition in the LA market, particularly from Virgin America, which arrived in 2007.

To raise awareness of JetBlue among travelers in this market, we chose to highlight one of the airline’s greatest offers when we built an innovative campaign around the first-bag-flies-free message.

In a market that is associated with celebrity gossip, we developed a charitable campaign that invited Hollywood stars to let go of some of their 'excess baggage', in the literal sense, for a good cause. We requested pieces of donated luggage from famous personalities for JetBlue’s Celebrity Baggage auction and Facebook sweepstakes; all proceeds earned from the program went to benefit DoSomething.org.

JetBlue’s Celebrity Baggage program achieved success through both traditional- and social-media public-relations tactics. First, we developed a press-release and pitched online media to secure coverage of the campaign, our charitable partner DoSomething.org, and the first-bag-flies-free message. We enlisted participating celebrity, Stacy Keibler, to be our spokesperson, and made her available for media appearances and interviews.

Additionally, we developed messaging for participating celebrities to disseminate through their online and social media-properties. Our combined PR efforts throughout traditional media outreach and social media-content development resulted in 68m impressions and a 200% increase in social discussions about the brand.

The Situation
JetBlue Airways is the anti-legacy carrier, aimed at bringing humanity back to air travel. JetBlue gives customers more: more comfort; more entertainment; and more for your money.

While JetBlue has always offered a superior product and customer experience, the airline faced increasing competition in the critically important LA market with the arrival of Virgin America on the scene in 2007.

Research indicated JetBlue wasn’t getting the credit it should in LA for key product differentiators, such as first bag flies free. We seized the opportunity to connect with Virgin America customers who were frustrated with the airline’s ancillary fees.

The Goal
To reach our goal of stimulating awareness in the LA market around JetBlue’s first-bag-flies-free message, we used a TNS panel to monitor attitudinal data and the online-behavior metrics of our key consumers.

Leisure and/or small-business travelers comprise our target audience. They are both progressive and self-assured. Additionally, we monitored the online metrics of our national audience to ensure that our Celebrity Baggage program received earned-media exposure throughout our other markets. Success would be determined by media coverage received, campaign-mentions in social media, message-penetration in the LA market and dollars earned for our charitable partner DoSomething.org.

The Strategy
Everyone has a little baggage, and Hollywood has more than its fair share. But, a little extra baggage isn’t always a bad thing, especially on JetBlue, the carrier known for offering customers a free checked bag.

The JetBlue Celebrity Baggage Auction invited an edgy, yet cheeky, approach to rid Hollywood of some celebrity baggage, and create awareness around the first-bag-flies-free policy, while engaging consumers and raising money for a good cause. We selected longtime JetBlue charitable partner DoSomething.org as our fundraising recipient.

We developed a multi-pronged campaign around celebrity-support and involvement in an online eBay auction. We grounded the program with an innovative experiential installation in the LA area, and to appeal beyond just this market, we created a campaign presence within our owned social-media properties and through digital-media partnerships.

Execution
To get the attention of the hottest baggage-carrying celebrities, we ran open-letter ads in local publications and reached out personally to the talents’ representatives inviting celebrities to participate.

We treached out to entertainment and lifestyle media nationwide. We also encouraged participating celebrities to help spread word of the auction through their Facebook fan-pages and Twitter handles.

We developed a custom eBay-auction site to house bids, and also gave consumers a chance to see select auction-items up close by creating a display in Santa Monica that showcased items and featured an interactive-video unit. We implemented QR codes to allow consumers to bid from their smartphones.

The program was further extended to JetBlue’s more than 2m social media fans and followers through a Facebook sweepstakes, where consumers entered for a chance to win celebrity baggage. For every entry received, JetBlue donated $1 to DoSomething.org.

Documented Results
We received 59 donated celebrity bags and secured placements in more than 150 media outlets, including People.com, MTV.com, Celebuzz.com, and Justjared.com, resulting in 68m impressions.

With social-media engagement, we received tweets and friendly banter with dozens of our participating celebs, including Kelly Osbourne, Lindsay Lohan, Rosario Dawson, Brittany Snow, DJ Pauly D, among others, resulting in 7.9m Twitter impressions. Furthermore, social discussions around the brand increased more than 200% during the campaign.

Additionally, JetBlue raised more than $44,000 for charitable partner, DoSomething.org. Most importantly, we firmly established the JetBlue brand in this critical market.

Research showed that during the campaign, our total awareness in LA increased by 9% and unaided awareness increased by 35%.