March 2014
Intermediate to advanced
272 pages
4h 37m
English
Market
United States
Descriptor
Want engagement? Set up your own TV show!
The challenge
To build awareness of the new brand ‘JetBlue Getaways’ by using the platform of an online game show.
Target audience
The general public.
Action
Using Skype to build customer engagement
- The agency created a game show with a real set in New York, where contestants Skyped in to take part.
- People were offered the chance to win a JetBlue Getaway holiday package.
- Thousands of people from around the world entered to be contestants, with hundreds individually contacted to be prepared for the live shows.
- E-mails and ‘add to calendar’ ...
