To spread JetBlue’s brand awareness amongst college students, the company initiated a unique strategy of promoting the airlines through consumers who already love the brand. JetBlue in collaboration with RepNation started to hunt for CrewBlue Campus Ambassadors to spread the brand name in colleges. The brand ambassadors also requested their college mates to display love for JetBlue by wearing attires that were consistent with the airline’s brand. The campaign resulted in two million impressions and 14 newspaper articles. Case study
To give a taste of technology to older folks, Microsoft Windows, in association with Holland America Lines, conducted a Digital Workshop, an on-ship learning experience for its cruisers. It consisted of sessions like movie-making, digital photo editing, etc. The workshop was sponsored by Holland America and Windows and the training sessions were free. It recorded over 80% increase in attendance in six weeks. Case study
In order to help Cendant’s Budget Car Rental establish online presence, B.L. Ochman decided to use buzz marketing to form an online social media to commune on a multimedia blog. They wanted to let participants post their material on the blog. It attracted a lot of traffic, ultimately increasing brand budget. The number of registered players was 2000, which could be used in the company’s future campaigns. Case study
Up Your Budget Treasure Hunt for Budget Car Rental in 2005, the first ever blog-based viral marketing campaign, promoted entirely through bloggers and blog advertising – with no traditional marketing whatsoever. The results: one million unique visits to the site, 2,000 registered treasure hunters, and over 10 million page views in only four weeks. The clue videos were downloaded a total 43,000 times. There were 19.9 million blog advertising impressions at an average cost of 33 cents.
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Tod Maffin, President of