JetBlue Auctions “Celebrity Baggage” with Unique Mobile Campaign

GOAL

Drive brand awareness and direct consumer participation in JetBlue’s charitable “Celebrity Baggage”auction series.

SUMMARY

Consumer Engagement

The campaign featured rich media creative units that allowed consumers to manually control a JetBlue“conveyer belt”to view available auction items from celebrities like Lindsay Lohan and Chelsea Handler.

mCommerce

Once consumers clicked on a particular “luggage bag,” the ad unit would automatically take them to the eBay mobile site to bid on the item. The winning bidder received the signed item from the celebrity, with all proceeds going to the charity DoSomething.org.

Smart Targeting

The ads were targeted to adults over 18 in the Los Angeles area. JetBlue also worked with Millennial Media to reach “mocial” consumers, who would be likely to share information about the auction with their social networks.

RESULTS

• Over 39,000 interactions with the rich media unit.
• 53 successful auctions that raised over $44,000 for charity.