We needed to create buzz in LA about JetBlue’s “First Bag Free” baggage policy. So we tapped into a truth Hollywood was already talking about. The fact that Celebrities carry a lot of excess baggage. And positioned JetBlue as the one to help free them of it.
We kicked off the JetBlue Celebrity Baggage campaign with an open letter to celebrities in the LA Times. It asked them to hand over their excess baggage to JetBlue, so it could do some good for a change and be auctioned off for charity. Celebs like Lindsay Lohan, Kelly Osborne, Ryan Seacrest, Jessica Simpson, Donald Trump and many others generously donated actual bags from their personal collection in response. The whole 2-week auction took place on eBay. And we drove to it by creating a museum like display on the streets of Santa Monica complete with QR Codes and interactive touch screens. We also took out a series of mobile and rich media ads that allowed users to bid on their favorite celebrity’s bag directly from the banner itself. Response in the social community was huge and even the Celebrities themselves sent out tweets to raise the price of their own bag. And the entire 2 week campaign resulted in $44k dollars raised for charity, over 8k new Facebook fans, and over 68 million sets of eyes on our First bag Flies Free Messaging due to press coverage of the campaign.