{"id":35315,"date":"2010-10-16T04:19:55","date_gmt":"2010-10-16T03:19:55","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=35315"},"modified":"2010-10-16T04:19:55","modified_gmt":"2010-10-16T03:19:55","slug":"jetblue-differentiates-brand-with-youtube-videos","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/jetblue-differentiates-brand-with-youtube-videos\/","title":{"rendered":"JetBlue Differentiates Brand with YouTube Videos"},"content":{"rendered":"

In a clever attempt to differentiate its brand from other airline brands, JetBlue<\/a> turned to YouTube<\/a> and launched a series of videos that call attention to the common airline policies that anger consumers.\u00a0 Each video uses a hidden camera to capture consumers’ reactions to airline policies applied to other aspects of daily life.<\/p>\n

For example, a New York City taxi driver reclines his seat and explains the legroom policy in his cab to paying passengers or he tells passengers that they’re required to pay a $25 baggage check fee to carry luggage in the trunk of the taxi.\u00a0 Other videos show an elevator ride destined to stop on every floor because it’s not a “non-stop” trip and a New York City street vendor pouring drinks into airline-sized disposable cups for customers rather than handing over the entire can.<\/p>\n

As you can imagine, the reactions of New York City patrons are honest and amusing, and they perfectly support JetBlue’s message: “You wouldn’t take it on the ground. Don’t take it in the air.”<\/p>\n

The videos work for one simple reason, JetBlue does offer more legroom, first checked bags are free, and you get the full can of Coke and <\/em>a free snack no matter where you sit.\u00a0 In other words, JetBlue offers tangible differentiators and clearly demonstrates why consumers shouldn’t settle for less.<\/p>\n

The YouTube videos are just one part of a larger marketing push JetBlue is launching in target cities across the United States, which will include online, mobile, offline, ambient, and in-flight initiatives.\u00a0 In other words, this is a well-strategized, fully-integrated marketing campaign.<\/p>\n

You can view some of the JetBlue video montages below and check out all of the videos on the JetBlue YouTube channel<\/a> within the Ground Rules<\/a> playlist (which is great use of a playlist on YouTube, I might add!).<\/p>\n

Glass Half Full Montage<\/h3>\n

\n<\/embed><\/object>\n<\/p>\n

Cab Jam Montage<\/h3>\n

\n<\/embed><\/object>\n<\/p>\n

Taken for a Ride Montage<\/h3>\n

\n<\/embed><\/object>\n<\/p>\n

The Local<\/h3>\n

\n<\/embed><\/object>\n<\/p>\n

What do you think of this effort by JetBlue?\u00a0 I like it, but I’d like to see even more social media efforts supporting the campaign which could carry the entire campaign to the next level of success over time.\u00a0 Leave a comment and share your thoughts.<\/p>\n","protected":false},"excerpt":{"rendered":"

In a clever attempt to differentiate its brand from other airline brands, JetBlue turned to YouTube and launched a series of videos that call attention to the common airline policies that anger consumers.\u00a0 Each video uses a hidden camera to capture consumers’ reactions to airline policies applied to other aspects of daily life. For example, […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[1301,310,100,6634,6635,1011],"class_list":{"0":"post-35315","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-differentiation","8":"tag-brand-positioning","9":"tag-brand-strategy","10":"tag-jetblue","11":"tag-jetblue-youtube","12":"tag-social-media-branding","13":"entry"},"yoast_head":"\nJetBlue Differentiates Brand with YouTube Videos<\/title>\n<meta name=\"description\" content=\"Hidden-camera videos taken on the streets of New York City show why "you wouldn't take it on the ground - 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