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JetBlue dishes on hectic lifestyles while promoting its entertainment commitment



The airline brand is sponsoring a short comedic film, which takes a look at the common problem in society of consumers? busyness. JetBlue released the film on a dedicated Tumblr page, which also features an interactive quiz, quotes, images, GIFs and facts to make a lasting impression on viewers. F

"We wanted to place the content in those places where the conversation was already taking place, so social was a natural space to show it," said Phillip Ma, brand advertising and content at JetBlue Manager. "Tumblr also allowed us to gather all the great sharable content we have generated to support the film that enable people to share and add their own editorial."

Video on social
Filmmaker Bianca Giaver created the HumanKinda film, which follows narrator Sam Richardson in figuring out where the problem of busyness lies. The film features Mr. Richardson working with two overloaded individuals, getting an understanding of why their lives are so jam-packed and what to do to alleviate some of the tension. 


Tumblr users can take the quiz to determine how busy their lives are, answering questions such as ?how many devices can you use at once,? ?what does your daily coffee intake look like? and a typing speed test, which generates the user?s words per minute. The quiz generates results based on the answers given with a percentage of how HumanKinda the user is along with text such as ?you are pretty busy here is a tip, all you have to do is ? hold on, we gotta take this call.? 

Other content within in the campaign features images such as a couple in bed with the woman saying ?not tonight, darling, I am writing my relationship blog,? and a GIF of a dishwasher being continuously unloaded, along with text saying ?busyness if a vicious cycle.? 


The HumanKinda campaign touches on a subject in which many consumers can related, allow the brand to connect further with consumers. 

Jetting through mobile
JetBlue?s release of the film to Amazon Video follows its recent partnership to bring the ecommerce giant's Prime Instant Video service to airplanes this year, enabling fliers who are Prime members to access tens of thousands of television shows and movies via their mobile devices while in-flight and further augmenting the airline sector?s move to mobile-enhanced entertainment systems (see more). 

Mobile video such as this has been proven to be an effective tool for markets. 

For instance, Wrigley's chewing gum brand Extra achieved what many marketers strive for in today?s social media-centric industry by going viral with a recent video ad depicting a love story through the years and tugging at the heartstrings of consumers (see more). 

"We saw busyness as a culturally relevant topic bubbling up in the news and as part of our mission to inspire humanity, wanted to help further the conversation," Mr. Ma said. "Through the independent lens of Bianca Giaever, the film examines the cultural shift of how busyness is impeding the humanity of our customers and all Americans. 

"We hope the film will ultimately lead to a greater conversation and self-reflection about where, as individuals, we put our energy," he said. 

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer