Cannes Lions

Get Packing!

MULLENLOWE, New York / JETBLUE / 2018

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Overview

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Credits

Overview

Description

We created the ultimate board game for the holidays.

Get Packing! was the first and only board game that came with a real ticket for a JetBlue flight.

It was simple: Play the game and Get the F*ck Out. (This happened to be our working tagline for some time.)

Leading up to the holidays, Get Packing! was available on Amazon alongside other board games, for just $19.99.

Execution

We created Get Packing!—the first ever board game that came with a free round-trip ticket, and the first board game created by an airline.

The board game was developed from scratch. With the help of a team of illustrators, we oversaw the art direction, design, and mechanics of the game, which included six unique game boards, 64 unique Wild Cards and 40 unique Packing Cards, and one custom-made die.

We made 400 Get Packing! board games with round-trip tickets available for purchase on Amazon.com—a natural holiday shopping destination—for $19.99 each. The game was released on Dec. 12 and was initially planned to have three subsequent releases throughout the following week and a half. However, due to overwhelming demand, which crashed the Get Packing! product page on Amazon, the following releases were cancelled.

Outcome

Get Packing! got an unfair share of attention—which turned out be unfair.

The game was so widely demanded that it literally sold out instantaneously on Amazon.

Effectively crashing the Amazon product page.

Which is no easy task.

People couldn’t buy the game, so some complained on Twitter (unoriginal), while others tried auctioning off the game for $9,999.00 (original—and yes, this really happened).

Ultimately, Amazon pulled out of selling the product for fear of customers getting upset at Amazon—which may be a first.

The game got a lot of attention—some bad, most good, on a bunch of TV stations and websites as well.

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