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Twitter is what’s social media is becoming. It never stops growing. I have an account but don’t really like updating on-the-go – mainly because I’m terrible at keeping up with it. What I like about it is to follow others – not necessarily people but brands, organizations and even causes. I use it like another type of Google Reader. Very recently, low-price airline JetBlue launched a new promotion for their 10th anniversary, where they handed out free tickets to their Twitter-followers in Manhattan. The location of the giveaways was only announced via their Twitter account. The people chasing the tickets had to bring some JetBlue-related stuff to the destinations in order to get their award, and by doing so; they had to research JetBlue on the web.

At each destination there was over 300 tickets waiting for each crowd. Within minutes each time after the release, they were gone. Clever, I must say. This can obviously be risky business, but I actually like this form of marketing. If you can engage people, make something good, get a smile or two back – you have won so much more than new business. I would argue that your reputation is by far more important than the profit, even in shorter terms. Have a look at  JetBlue’s Twitter account, apparently the journey continues. This is exactly what Twitter is for in my opinion – to connect people and to connect businesses, to enlighten us but also to engage us on a daily basis. Give something, and you’ll receive something back.

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About W5

W5 is a marketing research consulting practice. We focus on answering: who, what, when, where, and why people relate to products, services, and their associated brand identities. Visit our website, W5insight.com.

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