JetBlue

Problem

Historically, the period between Labor Day (back-to-bchool) and Thanksgiving is a slow travel period. To boost travel during this period, JetBlue decided to run a promotion. But, rather than pay big bucks for a typical advertised-promotion, one whose cost eats up any profits, they decided to run a social media promotion.

Social Media Solution

JetBlue created a "$599 All-You-Can-Jet Pass," allowing unlimited travel between September 8 and October 8, 2009. With more than one million Twitter followers (4th largest brand on Twitter) they sent a tweet with a link to their Web site and the reservations started rolling in.

Success

It was recognized in advance by management that the promotion may not increase profits. However, Web traffic immediately jumped by 700% after the tweet, and the intangible value of increased awareness and buzz was considered a plus to building brand equity.