Here's Why JetBlue Wanted New Yorkers to Steal Its Outdoor Posters

Free Book Preview Ultimate Guide to Social Media Marketing

This book takes readers through a 360-degree perspective of social media marketing in businesses.
Former Staff Writer
1 min read

In a unique twist on its latest outdoor-marketing campaign, JetBlue asked passersby in New York’s five boroughs to destroy 181 posters that the airline had affixed to bus shelters.

With placards reading “Take this ad literally,” “Take it from us. No, really.” and “Only a real New Yorker can pull this off,” JetBlue wanted to see whether pedestrians would be bold enough to do something that seemed borderline illegal -- for which they would be handsomely rewarded.

Hidden beneath the posters were uber-cool prizes, including admission to the One World Observatory, Nets and Jets tickets and even free flights.

Hashtagged #NYCTAKEOFF to promote itself as New York’s self-described “hometown airline,” JetBlue held the contest earlier this month and captured it all on film (see below.) Now, given the success of the marketing stunt, it is repeating the experiment through October 5.

Related: The Best and Worst Airlines for Customer Experience

More from Entrepreneur

We created the SYOB course to help you get started on your entrepreneurial journey. You can now sign up for just $99, plus receive a 7-day free trial. Just use promo code SYOB99 to claim your offer.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Are you paying too much for business insurance? Do you have critical gaps in your coverage? Trust Entrepreneur to help you find out.

Latest on Entrepreneur