Boston is a non-stop city: Non-stop sports, non-stop traffic, and it also plays host to JetBlue - offering direct flights to the most non-stop destinations out of Boston. The problem was awareness - specifically among the frequent business traveller.

To get the attention of the hottest baggage-carrying celebrities, we ran open letter ads in local publications and reached out personally to the talents’ representatives inviting celebrities to participate.

We conducted outreach to entertainment and lifestyle media nationwide. We also encouraged participating celebrities to help spread word of the auction through their Facebook fan pages and Twitter handles.We developed a custom eBay auction site to house bids, and also gave consumers a chance to see select auction items up close by creating a display in Santa Monica that showcased items and featured an interactive video unit. We implemented QR codes to allow consumers to bid from their smartphones. The program was further extended to JetBlue’s more than 2m social media fans and followers through a Facebook sweepstakes, where consumers entered for a chance to win celebrity baggage. For every entry received, JetBlue donated $1 to DoSomething.org.

Then let people bid via banners and an interactive display in Santa Monica. Celebrities tweeted. 44k was raised for doSomething.org. In addition, 68m+ saw our messaging thanks to media coverage.