JetBlue - Discounted Airfare

MARKETING

Squares4Fares Super Bowl Promo

WHAT CAUGHT MY EYE

The morning of Super Bowl, I got a push notification from my JetBlue app that they were running “Squares 4 Fares”, a promo that plays off of the traditional Super Bowl squares game, with the twist being that each winning square would have a discounted travel route.

THOUGHTS & DID IT WORK?  

I thought this was a super creative way to have leverage the Super Bowl without paying $8,000,000 for 30 seconds of ad time. When I saw the promo I was very interested, but that only lasted for about 10 seconds.

I opened the app to look at the promo and saw that all winning routes had to be booked by the next day, and travel had to happen the following week (with some of the eventual winning routes being “must travel in the next 2 days”). That time crunch, combined with the fact that each winning route was directionally specific meant that this promo was only going to be applicable for people who could travel in the next few days and happened to be in a city with an origin location. I don’t have any data but I have to guess that that is fractions of a percentage of the potential audience.