People know JetBlue as an airline, but they don't know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category - the first-ever online game show using Skype.

Launch the campaign
Published
August 2012
Topics

The Story

People know JetBlue as an airline, but they don't know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category - the first-ever online game show using Skype.

Get Away With It has technology at its core: a live online game show with a real set and real hosts, but with online players appearing on monitors on the contestant podiums. Aside from the HTML5 website, the live-streaming production and countless digital advertising units, the core piece of technology for Get Away With It was the set of applications that managed the flow of Skype players in the game. Our ten dedicated operators processed over 13,000 applicants into a pool of vetted potential players for each game, swapping in new players at a moment’s notice when incorrect answers were given.

The Technology

The Results

With a total of 93,000 live-stream views and 1.4 million unique page views over five days, not only did we achieve our goal of increased familiarity of the JetBlue Getaways brand (+117%), but we also drove engagement with the brand. The average viewing time of the game show was ten minutes, 20 seconds. That’s roughly 32,000 TV spots’ worth of consumer viewing time. Context and content contributed to a greater level of audience engagement with our digital media placements and resulted in strong 1.09% CTR. Proof that if you don’t have a big budget, you need to have an engaging idea.

562

total cups of coffee drunk

79

team members working on this project

370k

total unique visitors

Launch Date June 4, 2012