JetBlue and agency Mullen Lowe are back with another inovative outdoor campaign on the streets of New York (past efforts include a billboard that comments in real time and a campaign that encouraged New Yorkers to steal gift vouchers from posters).
This time, the airline is promoting its JetBlue credit card with a digital billboard in Manhattan's Times Square. Designed to whet onlookers' appetites for travel, the Android-based liveboard that uses Google Maps API and JetBlue's active flight schedule to tell people exactly how fast they can get from where they're standing in Times Square to various JetBlue destinations.The data includes time travel to JFK airport as well as real-time flight information.
The liveboard also presents a unique hashtag to viewers at select times, and the first viewer to tweet each hashtag to JetBlue's Twitter handle (@JetBlue) will win a voucher toward one round-trip JetBlue flight.
The airline is also running a TV campaign promoting the card's benefits, featuring ads directed by Harold Einstein of Dummy, including a fun spot that demonstrates what it's like to have JetBlue in your pocket wherever you go.