JetBlue is the first brand in the United States to test a new type of mobile ad that leverages voice to create a two-way conversation.
Mobile is playing a substantial role in JetBlue’s new “Air on the Side of Humanity” campaign in creating customized advertising and distributing video. The airline worked with mediahub/Mullen on the campaign.
“When we talk about the media planning and the device that we were focusing on to incorporate, we’re moving from media planning to screen planning,” said Elizabeth Eelman, advertising manager at JetBlue, Long Island City, NY.
“We want to follow users wherever they are and in the relevant places where they are,” she said.
“This is a first-to-market opportunity, and we embraced it because the nature of the campaign lends itself to some personality.”
JetBlue has partnered with Mobile Theory on the voice-activated mobile campaign.
Consumers will be served collapsed ads within Mobile Theory’s network of mobile sites and applications that expand when clicked on.
An image of a pigeon then pops up and a voice over prompts them to learn how to speak like a pigeon by clicking through on the mobile ad.
A screenshot of the ad
Sounds and words will then scroll across the screen when a user says a specific prompt, creating an entire sentence.
If consumers complete two sentences, they will receive a medal and can then choose to replay the game.
When consumers click on the ads, they are prompted to tap on the screen to start a conversation with a pigeon.