Social and Influencer > Craft
FLYING IT FORWARD
MULLEN, Boston / JETBLUE / 2015
Awards:
Overview
Credits
OVERVIEW
Execution
The idea was brought to life with the in-house creation of our HTML5 site, accessible in all formats. Each flier is given their own space within the site to tell their story in their own words, as we pull in their tweets, Instagrams, and personal quotes. Individual stories are laid out in such a way that as you scroll through the site, they’re told as part of one continual, shared journey. Word of the campaign was spread through every social outlet, giving users an organic way to access the site, view the stories and submit their own nominations.
Outcome
From the onset, the goal was to create a tangible utility that could continue to inspire humanity even after the initial campaign push was over. The results have been more than promising. With every new flier, there are multiple media items extolling the positivity of the program and the individual stories. Since October the documentary of our first fliers has reached 1.5+ million views. We’ve also garnered 393 million PR impressions and 255 million Twitter impressions. All of this has helped drive 172,000+ website views. We’ve had 750+ inspiring submissions, 13 incredible fliers and spread an unquantifiable amount of good.
Strategy
For JetBlue it’s never been just about comfortably taking you from Point A to Point B. Since the very beginning, their mission has been to inspire humanity. They constantly challenge us to think beyond consumer facing campaigns, and build more sustainable activations to support this mission. Along with this we are constantly looking for new media opportunities to disseminate our communications. Flying It Forward is a human-powered initiative we created for JetBlue that embodies these core values, and displays the idea in an original way. We provide a free flight to a deserving individual, enabling them to make the world a little better. All we ask in return? They pass that same opportunity onto someone else. This on-going campaign taps into an insight that our audience in the digital space wants more than just ads. They want products and utilities that can shape and inspire their lives.
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