8th Annual Shorty Award Categories

Archived from the 5th Annual Shorty Awards

JetBlue Getaways Presents, "Get Away With It!"

Winner in Mid-Sized Agency

Finalist in Best Use of Video, Consumer Brand, Mid-Sized Agency, Gamification

About this entry

People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category – the first-ever online game show using Skype. JetBlue Getaways presents Get Away With It, the first-ever live online game show hosted by Mark Hammerberg. The result was 13,000 applicants and hundreds of contestants participating via Skype for a chance to win fabulous grand prize vacation packages to destinations like Turks & Caicos and Las Vegas. http://www.youtube.com/watch?v=B91v5Ezd3ms Get Away With It was an instant hit with viewers through its use of comedy and trivia to create instant awareness for JetBlue Getaways. The key to the success of Get Away With It was the interactive and high quality broadcast made possible by the unique collaboration between Ustream, the pioneer in live social video streaming; Mullen, the creative agency and Suite Spot, producers of the complex show. This partnership resulted in an innovative five-day event that was seen live by 1.3 million cyberspace viewers and echoed across popular social media outlets. Built in HTML5 to be accessible from desktop, mobile, and tablet, the show aired five times a day daily from June 18 through June 22 2012. Audiences joined in the Get Away With It game show through Skype participation. It logged over twelve thousand online viewer hours with an average viewing time of 10 minutes. More than 13,000 total contestants signed up increasing Jet Blue Airways' awareness by 117%. There also was an abundance of coverage from traditional and online media outlets: The New York Times, Games.com, Yahoo!, Finance, Mashable, AdRants, Marketing Daily, MediaPost, PR Newswire, and Market Watch all covered the event across the five day live airing.

Why does this entry deserve to win?

http://www.nytimes.com/2012/06/05/business/media/jetblue-develops-a-game-show-for-the-internet-age.html?_r=0

Media

Produced by

Suite Spot/Ustream/Mullen/Unit9

Link

Entry Credits

8th Annual Shorty Award Categories

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Vine and the rest of the social web.

The 8th Annual Shorty Awards were held April 11th, 2016 in NYC and can be streamed on youtube.