MullenLowe and JetBlue Encourage New Yorkers to Steal for Swag

To further its reputation as “New York’s Hometown Airline,” JetBlue worked with MullenLowe on an innovative out of home campaign that encouraged New Yorkers to literally steal ads that contained vouchers for JetBlue flights as well as Jets and Nets tickets. The vouchers for the swag were hiding in plain sight on nearly 200 bus shelter ads around the five boroughs of New York City. And all folks had to do to redeem them was to tear down the posters.

The #NYCTakeoff ads were created in both English and Spanish. Some who removed the posters even got a surprise treat from a JetBlue crew member. Watch the video for more!

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