JetBlue Airways is a brand built on experience and word of mouth about that experience. Their fans are their greatest asset. But as the airline faced its biggest growth year in its short history, how could they amplify the voice of an already passionate fan base in a sincere and cost-effective manner? Traditional advertising couldn't capture authentic customer enthusiasm at scale.

Create a megaphone for fans: The JetBlue Story Booth. Don't just talk about customer love—capture it, showcase it, and turn it into content that fuels the entire marketing ecosystem. Make customers the stars of your advertising, not actors pretending to be customers.

Built a two-ton, 18' x 12' x 10' mobile interactive installation that records audio and visual travel stories: Visitors walked inside and received on-screen directions from a "virtual flight attendant" Stories from existing and potential JetBlue customers were captured authentically Twelve-city tour garnered 10,000+ attendance per city Artists interpreted the stories to create content for multiple media: web, in-flight entertainment, television, cinema Captured thousands of real customer stories that became brand assets

1,000+ stories transformed into 16 television commercials, 12 online viral videos, 1 half-hour in-flight video, and 2 cinema executions—all created for 1/3 the cost of competitors' traditional ad campaigns.Over 1.2 million impressions. JetBlue's best April and May ever, driving revenue per passenger mile up 22% and revenue per passenger up 26%.