JetBlue executives realized that many of their travelers were experiencing numerous problems with the airlines and most of the time it stemmed from a lack of communication. Busy commuters did not have time to stop and read detailed information when they were rushing to catch a flight at the airport or lost at a baggage terminal, so Twitter seemed to be worth a closer look. This campaign focused on answering consumer questions in a laid back, friendly format…which was very different from the standard press releases that the company was used to.
- Customer service agents answered customer questions in real time
- Answers were conversational and designed to connect on a personal level
- Several formats were tried as the JetBlue Twitter account gained followers
JetBlue quickly realized that while standard company memos received almost no response at all, consumers were easily captivated with real time interactions from friendly staff members. Since their Twitter account had almost no followers at the launch of the campaign, it was relatively easy to try several different messaging formats until the right combination was found. The company considers this campaign a massive success in connecting with consumers on a personal level and they have plans to expand the program. You can read more about this case study here.