More than 100 New Yorkers recently took jetBlue up on it’s offer of free flights and other cool stuff, by ripping off 181 bus shelter ads across the five boroughs.
The ads couldn’t be missed as they were in plain sight – all you had to do was tear off each sign- as though from a giant note pad- as no glass was placed above them, like there usually would.
It’s tough to be discreet with a poster-sized coupon tucked under your arm, but the locals didn’t seem to care. And for their boldness, they received round-trip flight vouchers, tickets to New York Jets and Brooklyn Nets games, and free scoops from Blue Marble Ice Cream.
This was only a two-day stunt, but the brand plans on repeating this campaign designed by ad agency Mullen Lowe, under the hashtag #NYCTakeover.