How was your vacation? This question is usually a matter of politeness. Usually you don’t really want to know. The only interesting parts are the small catastrophes, like “missed a flight” or “passport stolen” or something even more spectacular like “lived through an earthquake”.
But when the tables are turned and we come back from vacation, then we are all eager to report.
With its advertising campaign “Sincerely JetBlue”, JetBlue understood how to channel their customer’s need to talk about their travel experiences. A free-standing StoryBooth at Rockefeller Center in New York encouraged passersby to relate their best experiences with JetBlue.
Participants were accompanied by a virtual stewardess who explained how they were to start their stories with “Dear JetBlue” and end them with “Sincerely, Your name and where you’re from.”
All testimonials were filmed in front of a chroma key background—also known as a blue screen—so that a background image could be added to the clip. The funniest and most entertaining clips were illustrated with an appropriate background animation and incorporated into JetBlue’s advertising campaign.
The installation functions as an interactive, audiovisual experience—a kind of grassroots polling strategy that makes the end consumer a part of the product. The campaign was designed and produced by Local Projects (interactive design), Mesh Architectures NY (construction) and the advertising agency of Jetblue JWT.
