To create buzz for their new routes from New York and Boston to L.A., JetBlue invited a bunch of YouTube celebrities to document a flight — sharing videos and tweets from a plane with wireless internet access.
JetBlue’s only requests were that the bloggers disclose their relationship with the airline in whatever videos they produced and that they keep the content family-friendly.
The Lesson: If you’re confident in your stuff, letting high-profile talkers put it to the test can be a great way to jump-start your word of mouth.
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