In honor of Mother’s Day, JetBlue stood up for moms and their babies. During a cross-country flight, each time a baby cried, all passengers received a 25% discount on future airfare, ultimately landing everyone free roundtrip tickets. For the first time ever, crying babies on a flight was a good thing.

JetBlue FlyBabies started with a live onboard promotion, where everyone received a 25% discount each time a baby cried on a flight from New York to Long Beach. After documenting the experience and outcome, we released the film online six days prior to Mother’s Day. For that, we tapped popular parenting sites to incorporate #FlyBabies into social conversations and leveraged mommy bloggers to share our video with their own personal stories of flying with children. Incremental video views and sharing were driven through promoted video placements on Facebook, Instagram and Twitter, targeting parents and JetBlue loyalists.

JetBlue FlyBabies resonated with the public and went viral immediately, achieving trending status on both Facebook and YouTube with coverage on two of America’s most famous morning shows:

GOOD MORNING AMERICA and SUNDAY TODAY. JetBlue FlyBabies garnered over +637MM PR impressions, 1.5MM earned PR value, 147MM earned social impressions, 42.1K social shares and 5.5MM online views with a 79% completion rate. The effect on purchase consideration of JetBlue was overwhelmingly positive, driving 80% of consumers to consider JetBlue.