Great Experiential Marketing: JetBlue Mint Room flying experience
JetBlue Airways got people talking about its new premium front-of-the-cabin service “Mint” with this on-the-ground brand experience in Los Angeles.
The airline showed off Mint’s credentials (legroom, TVs, free snacks) in a four-day atrium-inspired lounge at Los Angeles’ outdoor mall.
JetBlue crew members treated guests to experiences they would actually get in-flight. This included trying out Mint’s lie-flat seats, tasting selections from the in-flight small plates menu created by New York City’s Saxon + Parole restaurant, and enjoying mint “mocktails.”
Cocktails were served from a centrepiece bar that doubled as a mobile device charging station. And amongst the delicious bite-sized treats were English Pea Soup, Long Island Duck and Poached Pear.
Throwing an social media incentive competition element into the mix, guests were encouraged to take a #JBSeatSelfie for a chance to win a round trip Mint ticket. The first 50 entrants received a JetBlue Mint Birchbox product kit, which is one of the many complementary amenities the Mint package boasts.
An estimated 30,000 people sampled The Mint Room, well and truly introducing and promoting Mint to the Los Angeles market. This is a great example of a brand knowing exactly where its target market will be – a luxury experience like this is bound to appeal to the wealthy LA’s style conscious consumers.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.