JetBlue Told New Yorkers to Steal Its Bus-Shelter Ads, and Rewarded Them for It

Steal this ad. No really, it’s fine. No one will yell, “Stop, thief!” And even if they do, you’re in the clear.

More than 100 New Yorkers recently took jetBlue up on its offer of free flights and other swag by ripping off 181 bus shelter ads across the five boroughs. They were right there in plain sight—all you had to do was deface public property to get them (though no glass-shattering was required).

Steal this ad. No really, it’s fine. No one will yell, “Stop, thief!” And even if they do, you’re in the clear.

More than 100 New Yorkers recently took jetBlue up on its offer of free flights and other swag by ripping off 181 bus shelter ads across the five boroughs. They were right there in plain sight—all you had to do was deface public property to get them (though no glass-shattering was required).

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.

The brand plans to repeat the two-day stunt next week under the hashtag #NYCTakeoff. Some nattily dressed flight attendants might even pop up to congratulate winners before sending them off with a chipper “Buh-bye now!”

Source: AdWeek

Why It’s Hot

This is an example of a creative approach to media, that fits in with the branding of jetBlue. Though I have to imagine reach isn’t the goal with something like this, making it viral on social with video content is a win.

Full disclosure, in high school we stole the Sex and the City posters on the subway and hung them in our rooms. So, this is just about 15 years too late.