I came across JetBlue’s newest campaign — the Flyer’s Collection — the other day in the subway. It caught my eye immediately because of the holiday look and feel (I’m a Christmas junkie!) and the unusual products they were “advertising.” Unfortunately the 6 train was crowded enough that I couldn’t take any pictures, but I took note of the website listed on the signage: TheFlyersCollection.com.
As soon as I got to my computer, I decided to check it out. The URL sent me directly to JetBlue’s Facebook page, on a Flyer’s Collection tab:
I clicked where indicated to launch and was taken to a welcome screen over the main page:
When you click to start browsing, you are taken to a catalog of items for “sale” that JetBlue recommends for use when traveling on other airlines. The products are absolutely hilarious!
They have a Knee Jockey to holster your knees upwards to give you “the extra centimeter of freedom they deserve”:
…and Pocket Hollywood, a flipbook that appears to be about 3 feet tall:
…just to name a few.
These are all featured on the main page, with a prompt to post ideas for other products in the comments below:
I think that this is a great campaign. It clearly conveys all of the benefits of flying JetBlue in a fun way. It encourages user participation and feedback. Best of all, it doesn’t feel like a sell.
If this were my campaign, the only feature I might add would be the option to send these gifts to friends to encourage even more of a viral spread.
I wonder how this campaign appears to those outside of the advertising/marketing world. Thoughts?
Great idea, but will this work over the long run?
This is just a campaign, so I don’t see it necessarily lasting long-term. However, I do think that it’s a great example of the direction that successful advertising is moving in — less of a hard sell, with some online/social aspects.