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The Story Booth by JetBlue
Came across this over the weekend at Rockefellar Center. JetBlue setup this area with a booth that records people's experiences and thoughts about JetBlue. The theme is based on the new JWT/NY campaign that launched with a spot from the JetBlue CEO. If you've seen it, you'll recognize it by the funky animation. Talked to one of people setting up and he said it's built from the idea of StoryCorps . There was also a booth with postcards that vistors can send to their friends about Jetblue.
Once secure inside, there's a virtual flight attendant that goes through the steps. You begin recording by saying, "Dear JetBlue" and you end by saying, "Sincerely, Your name and where you're from." It's pretty weird going in because you feel like you're going into some space shuttle.
Also if you're in the neighborhood, check out the NBC store across the street. Once there you'll find two of my favorite TV characters, Triumph and Dwight.
Posted by bryan chiao in Non-Traditional Advertising | Permalink
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Comments
story corps is amazing. the stories that people tell on there are so human and emotional. domenique sent me one this summer and i just sat at my desk crying. while i really like jetblue's new campaign, i wish they would have credited story corps more.
http://www.storycorps.net/listen/
Posted by: Kristen M | May 1, 2006 10:59:41 PM
I know. Especially the ones about the "little people". Remember that one? Amazing that they actually live in complete obsecurity. It's as if there's a whole other world and most of us are tooo busy to notice. Can you believe that our crumbs feed families???? Wow. Well I'll tell you this, advertising deserves more credit for starting story corps. Because it has done a lot to shed light on not only little people who live in the subways and sewers, but also for the prevention of a lot of bad stuff in this world.
Posted by: honaryelf | May 2, 2006 8:28:48 AM
WTF is honaryelf talking about? Dude, the whole "little people" thing was a scam. A bad marketing, turned movie-of-the-week scam. And just because W&K or Crispin creates somethinng called "storycorps" doesn't mean Ogilvy is going to drink the Kool-aid. Wise up. Talk about a sharp stick in your eye. Right ya'll?
Posted by: napoleon Dee | May 2, 2006 12:25:13 PM
Old strategies in a new form.
Good job.
Posted by: Noor | May 4, 2006 4:29:09 AM
I think it's really bogus that JetBlue stole StoryCorps idea without crediting them at all. Totally bad move, JetBlue!
Posted by: jimmy | May 8, 2006 7:59:39 PM
I think Jet Blue is crossing over a line for coopting the idea from StoryCorps. I think it is actually detracting from the StoryCorps by bringing in a expoitive element . SC is all about people telling some of their most deeply felt stories and in the process saying "it is importand for me to tell my story, that people might know me, that I am human and I would like to share this with you". There is an implicit non-expoitive agreement between participators in SC. I think people that have participated in SC, in whatever form, like it because it's safe and does not feel that someone is going to make a buck off of their generosity and their story is going to be used in the spirit that is was given in. This is where I have a problem with Jet Blue. I think they are riding on the SC concept hoping that people will give them some juicy tidbits--they know full well that personal story's are worth gold and you have to get people to tell their own--there is a poetry there that you cannot just script out in a boardroom. I just don't like the idea that people might have to be reassured when they participate in SC that nothing is going to be sold or used in a way that they didn't intend. Because they can see that people like Jet Blue are literally right around the corner using the same format, suggesting a similarity with SC and then using it to advertise an airline.
So in response to this I am starting my own personal boycott and am asking my friends to do the same. It is the only way to send a message to Jet Blue (I have let them know) that this form of advertising didn't work on this consumer.
I feel kind of sad about it actually...
(I heard that StoryCorps is celebrating it's one year anniversary next week in D.C's Union station and Jet Blue is intending to be there, same time and place!)
Boycott!!!
Posted by: lis | May 27, 2006 1:31:53 PM
Branding experiences is wretched; it places individuals' lives in a commercial context, which reduces a personal story to an advertising gimmick.
This company has done a good job of cheapening experiences, storytelling, and the amazing StoryCorps project. JetBlue gets an F for Fake culture-making.
Posted by: max | Apr 28, 2007 3:31:24 AM
