Join Brad Batesole for an in-depth discussion in this video JetBlue, part of Marketing Foundations: Growth Hacking.
- In July of 2011, Los Angeles had prepared itself for the planned shutdown of the 405 freeway. For those of you unfamiliar with Los Angeles, the 405 is a major freeway for commuters. And the event was dubbed Carmageddon, and residents were advised to stay home and take the day off, out of fear that the shutdown would cause unbearable traffic on all the other freeways. Carmageddon was such a big deal that it generated a ton of media attention on its own. It even spurred the creation of a site dedicated to the Carmageddon, as you can see here.
A few days prior to the shutdown, JetBlue launched an ad campaign called CAR-MAGEDDON FLY-OVER. They sent an email offering $4 one-way tickets to fly from Burbank to Long Beach or vice versa, a route that the 405 freeway typically connects. You can see that email here which I found on the LA Times blog. They sold 600 seats in under two hours and the response was immediate. Within minutes, news vans had swarmed JetBlue's operations in Burbank and Long Beach to cover the story.
They also set the stage at the airport with signs that connected people to a hashtag, #OverThe405. By creating a hashtag and creating some themed items such as the actual flight name, Carmageddon, they knew that people would share the experience. It was a once-in-a-lifetime opportunity. By creating this hashtag, they directed the conversation on Twitter to stay connected. And with this, they generated over three billion impressions. And what did it cost? Flight, fuel and crew, far less than the stories that reached every news outlet would've cost on their own.
JetBlue proved that if you can move fast to leverage an opportunity, you can execute an impressive growth hack.
The course concludes with growth-hacking case studies, highlighting the growth-hacking techniques that helped propel such companies as Airbnb, Uber, and Tinder to explosive growth.
- What is growth hacking?
- Understanding the funnel
- Setting up tracking and analytics
- Leveraging customers and existing users
- Testing ideas
- Generating an audience
- Creating an incentive strategy
- Real-world examples of successful growth hacking