To catch the attention of our hometown, we created “Wingman”: an interactive experience uniquely centered around engaging and entertaining New Yorkers. To do this, we replaced the center panel of an empty storefront to create an interactive environment. We also installed hidden cameras, constructed a sound stage and built a control room inside the storefront. The Wingman, our crewmember avatar, offered passersbys topics to explore, then playfully riffed off participants, surprising them with personalized comments. Ultimately those willing to play along were rewarded with free flights, presented by the Wingman herself, thereby revealing she’s human through and through.

Through the 21-day digital storefront (located in the Chelsea neighborhood), the interactive screen offered JetBlue’s superior experience as topics to explore; then, our actual crewmember playfully riffed on participants using a live feed. Additionally, we installed hidden cameras, a sound stage and a control room inside of the storefront to capture the reactions.

Little did New Yorkers know, our Wingman had a little surprise and delight up her virtual sleeve. Those willing to play along and have some fun got the ultimate reward — free flights — hand-delivered by the Wingman herself.

In the city that’s seen, done and heard it all, JetBlue proved that a little humanity goes a long way.

53M+ earned media impressions across 18 top trade and news sites (including Daily Mail, Event Marketer, Adweek and CreativityOnline) and 18 press-related social media extensions.

Nearly 1.1M video views. 2.4M+ people reached through social media resulting in 9K Likes, comments and shares.

2.6K people engaged with the JetBlue experience on the ground.

By aligning our Wingman content in paid media, we outperformed benchmarks by 72% with a .55% click-through rate.

And best of all, we cemented relationships with real New Yorkers. Hopefully, for years to come.