Problem:

Within a highly competitive airline industry, JetBlue Airways sought a creative way to spread the unique JetBlue experience deeper amongst college students.

Solution:

What better way to promote a unique airline like JetBlue than through the consumers that already love the brand? That was JetBlue's philosophy when it partnered with RepNation to identify a network of evangelists on college campuses, or "CrewBlue Campus Ambassadors," to spread the word in one of the nation's primary college hubs -- Boston.

Once a team of CrewBlue Ambassadors had been identified, interviewed, and hired -- using RepNation's vast database -- JetBlue launched a program portal using RepNation's RepWare software. This portal allowed the CrewBlue Ambassadors to share ideas and communicate with other brand enthusiasts.

Corralling the marketing ideas of a group of JetBlue loyalists in one place increased the marketing activity on each campus, and also spawned one of the most successful tactics of the campaign -- BlueDay. In the days leading up to Blue Day, CrewBlue Ambassadors asked students on their campuses to show their love for JetBlue with outlandish attire that was consistent with the airline's brand. Ten winners on each campus would be awarded a free round-trip flight to New York. When the day arrived, herds of students paraded around school fully clad in blue attire -- hair not withstanding!

This was not the only event born from the JetBlue portal. Many other implemented ideas spawned from those the evangelists shared with via the CrewBlue portal. In addition, 100+ events were identified and executed by the JetBlue evangelists over a three month period. The campaign resulted in two million impressions and 14 newspaper articles. The program is now being rolled out in most of JetBlue's major markets, including New York, DC/Virginia, California, and Boston.

Credit Information
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Client: JetBlue
Agency: RepNation Media, LLC
Date of Campaign: 9/1/05 - 12/01/05
Case Study URL: http://www.repnation.com/womma/JetBlue.ppt