JetBlue is banking heavily on positive word of mouth
Posted on 11. May, 2010 by Jonathan Cherry in Branding
The sugar is part of the trip
Some would see it as a dangerous advertising strategy, but JetBlue think that the experience of flying the airline is so good – their customers will freely rave about it to the world.
JetBlue is calling it a digital brand experience — whose Web address is meant to say it all: experience.jetblue.com. The initiative, by a digital agency in New York named Firstborn, is an example of what is known as experiential marketing, which aims to bring brands to life in tangible ways that eschew traditional advertising tactics like television commercials.
Michael Stromer, director for e-commerce and interactive marketing at JetBlue said: “We’re in a world where people do not trust what companies have to say about themselves,” he added, “but they trust what other people tell them.” [More via NYTimes]
Testimonials are nothing new, but the real prof of the pudding is when these glowing experience stories ring true when the average Joe travels on JetBlue. So it could either end in disaster, or a catalyst for even more good word of mouth for JetBlue.
