How JetBlue built long lasting relationships on their 10th birthday

If you want to make an impact on someone, and be memorable, do something unexpected and delightful. For example, what if you were to give away gifts on your birthday? That's exactly what JetBlue did on its 10th anniversary. With a dash of social media ingenuity and PT Barnum showmanship, they created a series of spontaneous flash mobs around Manhattan with their birthday card/air ticket give away. Just through Twitter, they announced that they would hand anyone a free ticket on JetBlue to anyone who walked up to them with a birthday card (while supplies lasted of course). Within 15 minutes, JetBlue had 400 people with birthday cards lined up to receive free tickets. Over the day they gave away 1000 tickets. People were so touched by this delightful and generous offer that they tweeted out their experience as well. JetBlue in turn tracked these users from their tweets to the flights they ended up taking. This allowed them to engage with users on a very deep level, following up with them to see how their trip went.



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