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A Picture is Worth a Thousand Words – JetBlue video marketing

Picture Worth A Thousand 1000 Words Linchi Kwok BlogWords are good, but sometimes, we have to admit, pictures are more favorable. It is enjoyable to read and experience characters’ emotions from one paragraph to another. However, when I come home from work, lying on my sofa, a simple picture will more easily catch my eyes. As people become busier and lazier, videos which involves visual and audio content in few seconds, has become an important role in our life. Funny videos like Ain’t Nobody Got Time For That and Harlem Shake went viral across borders in a short time. Our behaviors have been controlled by those little triangle, square, and rectangle icons. Videos enable more content and drive higher engagement. Brands recognize that and utilize online video platforms such as YoutubeHuluNetflixVimeoVevoAOLVine, etc.imgfeat-prod-media

JetBlue

1. Youtube

JetBlue has its own Youtube channel with 96 videos, 2154 subscribers, and 1341k video views. Those videos include JetBlue campaign commercials, animations, customer experience, live performance, and a series of “Ground Rules” videos which complemented its “You above all” marketing campaign launched in 2010. Hidden cameras recorded how people react when being deprived of basic services in real situations. Results are also featured in its Blue Tale blog. ground
2. FacebookphiliphiliOn its Facebook page, there are video posts of JetBlue “Live from T5″ concerts and other interview and demonstration videos. “Live from T5″ is the live music concert series at the airline’s Terminal 5 at John F. Kennedy International Airport. Through the partnership with Superfly Marketing Group, it has presented performances from Phillip Phillips, Taylor Swift, James Blunt Overall, etc. Overall, JetBlue is doing well on Facebook with various content: polls, photos, videos, promotions, links to other channels (blog, website, specific landing page…)

3. Twitter
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On the Twitter page, I found JetBlue has timely and interesting interaction with customers. JetBlue has lots of photo and video posts on Twitter and some of the videos are actually from its replies to customers’ posts.  For example, there was a customer tweeting that she was at JFK airport listening to the music that JetBlue was playing. Within 3 minutes, JetBule tweeted back, started a conversation, and replied with a video of one girl doing crazy but excellent dancing at the airport. This is a great example of brands giving instant responses to customers with a sense of humor. Another example of dealing with customer’s complaint about hearing feelings is to post a movie clip of “Singin’ in the Rain”, a 1950s American musical comedy. Saying ‘ We miss you! ‘ and posting the video of creepy Muppets maniacal laugh is also a creative way to win back customers!
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twit14.Vine
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The new mobile app Vine, launched by Twitter, enables users to post a short video clip up to 6 seconds. Some brands have kept up with the new trend. Here is the good news, JetBlue is on Vine now! But the bad news is, it has ZERO posts… Searching #jetblue, I found a few videos uploaded by JetBlue passengers but it is a pity that JetBlue didn’t take advantage of it.

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BlueTales – JetBlue blog

blogBrand Specific Topics
“Blue Tales” is the name of JetBlue Airway’s blog which can be easily accessed through JetBlue home page. At first glance, my eyes were caught by the big chunk of tags clouds on the right hand side. One thing that’s good about the tag cloud is that users can easily find out what topics are most frequently talked about. However, when tags become too many, some how it looks a bit messy. Breaking down the categories, I found that its topics vary from promotions, new service, airport operations, to concert information, volunteer activities, behind the scene stories, and technology news.

Tone: informative, warm, upright
The blog provides information such as how your baggage is delivered during the flight and introductions of cities in their destinations. Besides, the BlueTales blog is written in a warm tone. From its blog, we can see JetBlue’s efforts on Corporate Social Responsibilities including their staff visiting American Red Cross and the Ronald McDonald House. It also recognizes crewmembers who spend time on volunteering. One story behind the scene I thought was very cute is that when one JetBlue staff realized they couldn’t find a customer’s lost Teddy Bear, she contacted the headquarters and in the end they sent a human-size bear which was the gift for Valentine’s Day contest to the customer as compensation.

JetBlue_ValentineShowing their good customer relationship, in the blog JetBlue also posts a video of staff celebrating a little girl’s birthday who picked JetBlue birthday song as her birthday tradition. The little girl and her family have been JetBlue’s loyal customers for years.


Who are targeted?
The BlueTales blog is posted almost everyday. In my opinion, the purpose of this blog is to build public image and the target audiences are shareholders and fans who aspire to know more  inside stories about JetBlude. Most articles are long and cover much information which might take a while to read. One thing interesting is that most people only comment on promotion posts or something regarding their benefits. What’s more, sometimes the readers are not passengers themselves, they could be parents or grandparents! For example, following comments are from a post where JetBlue introduces the journey of our baggage.

comment1Suggestion
The current content of  Blue Tales is mostly text-based. What I would suggest is that they can add more photos, videos, or colorful designs to make it look more vivid. Besides, they can broaden reader groups by talking about interesting topics like “best cities to go in 2013” “secrets of crew member” or “vote for in-flight meal”. In this way, brand personalities will be increased as well.

How do competitors blog?

Virgin Atlantic focuses more on visual displays.
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Southwest Airlines Nuts About Southwest 

southwestSouthwest Airlines uses nuts, which we are all familiar on the plane, as the theme of its blog. Compared to Blue Tales, the blog of Southwest Airlines has more interaction with customers. It has bio introduction of each blog authors and clear icons for customers to share to social websites. In addition, there are different sections such as blog, video, and podcast. Finally, they also tell you where to
go nuts!
go nuts



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Not only compete in the sky- Airlines digital campaign examples

JetBlue-2012 Election Protection “LIVE FREE OR FLY “

jetDigital channel: Facebook, Twitter, Pinterest, Google+, Youtube, blogs, News, company page and blog
Objective: engage users, build brand image: fun
Call-To-Action: sign up with email, share on social media, follow on social media
Result: 51 million page impressions, 103K+ votes, 346K unique visits
Insight: Tapping to social trend and utilize voter’s psychological behavior

“If my candidate does not win, I’m leaving the country.” This might sound familiar during last year’s US president election. That’s right, it was a marketing campaign from JetBlue Airways aiming at engaging voters by offering a free trip abroad if their candidate of choice didn’t win the presidency in November. This campaign, Election Protection 2012, was tied  in with president election and successfully created a buzz. Once voters visit the landing website, they were asked to sign up for the promotion (as donkey or elephant team), select their choice for president, and places they’d like to fly to if their candidate lose the election. The goal for JetBlue was to gain customer contact information and generate media buzz through people’s shares on social media.
webJetBlue has been doing well on digital branding, having numerous followers on each social platform and company blog Blue Tales. The Election Protection project was designed by integrated ad agency Mullen.com. Because the campaign has expired, it is hard to find banner ads or other paid ads from that time. But we can see that this campaign appeared on each reputable news sites like The New York TimesABC NEWSThe Washington TimesBloomberg Businessweek, and Fox. Other high traffic websites are About.comAdweek, and Advertising Age. I also noticed that it was featured in blogger Melanie Nayer‘s article in boston.com Melanie Nayer is an award-winning reporter with a focus on luxury travel on Forbes Travel Guide, The Huffington Post, USA Today, etc. The campaign was integrated with other media such as print and Out-Of-Home advertisement.
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Delta Air Lines-Facebook Delta Fleet Elite Bracket 

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Digital channel: Facebook
Objective: engage users, increase Facebook fan base
Call-To-Action: share & like through Facebook
Result: highest responses with 4,116 likes and 1,219 shares among four matches
Insight: Tapping into social trend and engaging users with a simple game

The second example, Delta Fleet Elite Bracket, was recently launched on Delta Air Lines Facebook page. It is a poll game designed to catch up with the March Madness heat. Delta grouped airplanes of different models into pairs in four matches. Fans can vote for their favorite model by “Share” or “Like”. Winner airplane from each pair will continue on next level and compete against another opponents. By far, the models with highest votes are B757-200 (4,116 likes) and MD90 (2,291 likes). Even though Delta has less Facebook fans (568,605 likes) than other airline companies, I found a high level of engagement among Delta users.
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COPA Airlines-Passport America Sweepstakes

COPA

Digital channel: Facebook app, Facebook ads, web page, email, QR code, mobile
Objective: engage users, increase fan base, brand awareness, and increase ticket sales
Call-To-Action: like Facebook page, share with friends, and buy tickets on copa.com
Result:
59% conversion rate of registration with the promotion
50x ROI (Return on Investment)
Obtained 133K new Facebook fans in 8 weeks
279K users registered to the promotion (33% are referrals)
Attracted 474K unique visitors to the website
1.3 million email invitations were sent
Insight: Prize of 2 free flight tickets encouraged users to share with friends

In 2011 COPA Airline launched the Facebook-centric campaign, Passport America Sweepstakesdesigned by Nobox Marketing Group. It was one of the most successful airline digital project and won the 2012 Internet Advertising Competition (IAC) Award from the Web Marketing Association. One lucky participant would be chosen to win the grand prize for free airfare to all of COPA Airlines’ 59 destinations. Participants joined the program by registering on the Passport America Facebook app. Users can increase their chance of winning the prize by sharing on Facebook and Twitter, sending email invitation, or buy tickets on COPA website.
CIn order to maintain engagement during the campaign period, the airline added extra 10 raffles before the final grand prize winner was announced. This campaign used Facebook Marketplace Ads, e-blasts, and mobile QR code which could be seen in the airports and COPA airplanes. Intuitive share mechanisms, easy-to-read visual instructions, and an interactive website are the elements of the success.