Mullen is about to launch game-show marketing campaign for JetBlue Airways

Photo of the talking billboard at Copley Place. Photo courtesy of Mullen
Photo of the talking billboard at Copley Place. Photo courtesy of Mullen

JetBlue Airways is about unveil an online game-show marketing campaign that features contestants appearing via Skype video, an oily game-show host, and a Vanna White-style side-kick. And did we mention the talking billboard at Boston’s Copley Place shopping mall?

The “Get Away With It’’ game is scheduled to go live on Monday and continue through the work week, five time a day for five days. Each game is expected to last about 15 minutes.

The goal of the marketing campaign is to build brand awareness for JetBlue Getaways, the airline’s vacation package offering, said Boston ad agency Mullen, which has handled JetBlue’s advertising since 2010. (Recent JetBlue ad campaigns have targeted a mix of business and leisure travelers.)


The “Get Away With It’’ campaign not only focuses on leisure travelers, but on Boston and New York as well. Boston and New York are two of JetBlue’s more popular markets.

For much of June, JetBlue has been using social media, billboards, and online efforts to recruit potential candidates to be contestants on its online game show. To qualify, a contestant needs to have access to a webcam and an account with Skype, the voice-over-Internet-protocol service that enables a user to communicate by voice, video, and instant messaging over the Internet.

The game show questions are related to general travel subject matter and tied to destinations that JetBlue Getaways provides travel packages to. Winners get travel packages to such popular vacation destinations as Las Vegas and the Caribbean.

When the show goes live at this website Monday, game-show host Mark Hammerberg (not his real name) will be in a New York TV studio. (For the record, his promotional photo suggests that two pounds of pomade are needed for daily pompadour-and-mustache maintenance.)

Via their Skype connections, three contestants will appear on virtual monitors. Then Hammerberg will begin asking questions as his sightly side-kick provides morale-boosting visuals.

As for the talking billboard at Copley Place, it is essentially a big-screen TV equipped with motion detectors. When someone walks by, a short video featuring Hammerberg begins.


“Hey, Boston!’’ Hammerberg says to passerby. “You’re not going to let New York get away with it?’’

In the interest of making a more compelling argument to persuade folks to visit JetBlue’s game-show website, the campaign looks to tap into the long-time rivalry on constant simmer between Boston and New York.

“JetBlue is a test-and-learn brand,’’ a Mullen spokesman said in an e-mail about the “Get Away With It’’ campaign. “Assuming this goes well, we’ll refine it and consider doing it again.’’

Other Mullen clients include Google Inc.; Nook, the e-reader brand of Barnes & Noble; and Grey Goose Vodka.

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