Behind the Buzz - digital and interactive advertising and marketing

Are you a Jetter with JetBlue

by Rachel on May 13th, 2008

JetBlue have launched a new campaign, with their ‘Are You A Jetter?’ over at Happy Jetting. They want to move the conversation away from the mundane flying, that has such bad connotations with poor service and security issues, to jetting, bringing back ideas of the jetset, when it was all so much more glamorous.

There’s some small changes to their main page but most of the action is over at the microsite, where you also get to see what I think would be the TV ad, to the tune of Mr Blue Skies. There’s a lot of print that drives to the site and I’m guessing there’s going to be banner ads out there based on that print.

The full flash promo site itself is OK, worth 5 minutes playing around but with little depth. They have a tongue in cheek timeline about the history of flying and how Jet Blue have saved the scene. Various points talk about the services the airline offer, including this one about their new terminal (do they really want to call it T5 after the Heathrow one?). Looking at the copy, I wonder if the writer is a fan of Blackadder?

There’s an little quiz, which you know will alays end up telling you that you are a Jetter, a link to a jet simulator that does not exist yet and some soduko you can download to do on the plane. Plus a little ‘pilot name’ genorator which is a lot more polite than the hooker names.

I like what was there, it was done really well but I was left with the feeling that I wanted more. The content that was there was great and fun and I enjoyed playing with it but it’s a little too shallow. I also can’t do anything with the content, I can’t take it and place it on my sites to show people I love the brand. The name generator was somethign that would have been perfect to take away. So end result is: Could Do Better

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POSTED IN: Engaging the Customer