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JetBlue's All-You-Can-Jet Promo- a Boon or Bust?

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Aug 14 2009

Did you hear about the JetBlue $599 All-You-Can-Jet promotion?  Of course you did; how could you not?  The announcement and subsequent promotion details were Tweeted, Facebooked and pushed over the wire to all general media outlets.  AndJetBlue Fly Pass 2, just this morning, JetBlue sent me an email reminder just in case the All-You-Can-Jet promo wasn't already top-of-mind.

But it was social media that really elevated the awareness of the promotion.  With 31 million search results and ~10 million blog posts in just seven hours, the viral campaign hit the top of the Twitter trending charts and was all the buzz when it launched on Aug 12.  Not that the approach should have surprised anyone; JetBlue is not a social media neophyte.  They've been active since 2006 when they began their "Flight Log" blog by founder, David Neeleman and have since expanded their reach to include all major social sites, among them YouTube, Twitter and Facebook.

But back to the campaign...will it work?  According to one source, the offer, although well executed, isn't the greatest deal on the planet.  JetBlue has cut fares deeply already; as a result, it could take you 6-7 flights to realize a return.  Still, I imagine JetBlue will see quite a lift.  Through social media and an unwavering commitment to customer satisfaction, JetBlue has developed a loyal following, many of whom proclaim their love for the airline via Twitter.

I'm sure as savvy marketers, JetBlue has metrics in place to determine not only campaign effectiveness, but also the expected halo effect it will provide for months to come.  And as the transparent organization they are, JetBlue will likely tell us how just how successful it was.

So my question to you...will you JetBlue this fall?

 

Image courtesy of JetBlue Website.

 

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Aug 19 2009

Eric said:

The campaign was so successful I heard about it via word of mouth in the UK (as I am sure you know they are not in this market) and a day later was suggesting my team look at JetBlue for their Fall travel in case it should prove to be a cost effective way to handle their upcoming trips.

Whether anybody buys remains to be seen but the unique nature of the offer combined with their saavy "broadcasting" certainly created rapid and far reaching awareness.

Aug 19 2009

Michelle BB said:

Eric, I agree completely. From a WOM perspective, the campaign was entirely successful and I expect a tremendous halo for JetBlue. That said, I'd love to see hard numbers...how many people took advantage of the offer? And did they find the overall experience to be worth the price?

Again, as transparent an organization as JetBlue appears to be, I'm sure they'll provide some guidance.

Thanks for the comment!

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