JetBlue decided to give those who owed money on their return a proper return — a return flight that is. People who owed money on their taxes this year could log onto www.JetBlueTaxReturnFlight.com to get a return flight courtesy of JetBlue.

We launched our campaign with an online film, which lead people to www.JetBlueTaxReturnFlight.com. Once there, we asked people to fill out a simple form indicating whether or not they owed taxes. Out of everyone who submitted, 1,000 people got return flights from JetBlue. We targeted people who were upset about owing money through digital OOH, banners, paid Google searches and on Twitter.

In the 15 days the campaign ran, the results were the following:

358,117 Total Site Visits

2,442,554 Video Views

652.5MM+ Earned Media Impressions