Facebook Ads Provide Big Win for JetBlue's $10 Campaign

  |  May 12, 2010   |  Comments

The effort produced single-digit cost for every booking, says the agency managing the Facebook ads.

JetBlue Airways saw big returns from a "massive" Facebook.com ad buy on Monday, according to TBG Digital, which handled the campaign. The ads pitched $10 plane tickets, targeting users of the social site based on profile attributes like current city, age, and gender, said Simon Mansell, CEO of TBG, a Facebook-specialized agency in London.

Other factors that determined whether a Facebook user saw an ad were vacation-oriented keywords in status updates, Mansell suggested, and whether they were a JetBlue fan - or the friend of a fan. "The idea is this will be an ongoing sales channel for JetBlue," he said. "So far, it is working very effectively, delivering flight booking at significant volume in low single digits in terms of cost-per-booking."

The New York-based airline launched the ads as part of a larger digital campaign that kicked off on May 10. A microsite - developed by digital agency Firstborn - features four videos detailing amenities and other benefits of flying with JetBlue. It also links to a flight-booking page and includes sharing options for other social sites.

Many of the campaign's elements mention JetBlue's 10-year anniversary, which first appeared as a marketing theme in March when the company executed a Twitter-complemented scavenger hunt in New York City. For the Facebook ads, Mansell said, the thrust of the creative centered on the campaign's key offer - $10 last-minute plane tickets.

The brand's Facebook staffers posted the following update on May 10: "We're so ecstatic to be celebrating a decade of style, value, and award-winning service that we can't stop thanking our customers. So for today only, all remaining seats on U.S. originating flights on May 11-12 are just $10 each way. Remember, this sale is valid today only and it's only available online, so hurry and book now before all seats are gone!"

JetBlue followed up with a Facebook post on Tuesday offering other last-second deals, starting at $10. The site's videos have also been posted on the social site during the last few days.

Overall, JetBlue has around 182,000 "People Like This" fans on Facebook. Addressing the idea of increasing that base, Mansell said, "The main goal is to develop Facebook into an effective sales channel for JetBlue. Secondary objective is to grow their Facebook fan or 'Like' base."

Meanwhile, the CEO suggested that the Facebook ads would be ongoing - though he didn't indicate whether the future volume will look similarly to the heavy run seen on Monday. Mansell said that JetBlue came aboard as a client only a few weeks ago. His company has also recently picked up clients like Vodafone, Napster, Playfish, and Zoosk.

Follow Christopher Heine on Twitter at @ChrisClickZ.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...