JetBlue: Get Away With It

JetBlue: Get Away With It

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JetBlue wanted to reach fans in a real-time, experimental, totally off-the-wall way, and make some meaningful connections with their consumers. “Get Away with It” was a completely live online game show featuring contestants beamed in via Skype. A slick, mustachioed host, Mark Hammerberg (Jim Conroy), his bubbly sidekick, Hailey (Mamrie Hart), led the fun that commenced for five straight days.

JetBlue: Get Away With It

The Rules of the Game

Would-be contestants Skyped in to a central hub where a lucky few were selected to virtually participate in a trivia game of elimination. While hopeful contestants hung out in a virtual green room, those in the hot seat were digitally beamed onto HD screens sitting atop three podiums on a live game show set.

Contestants have seven seconds to correctly answer trivia themed around travel and some of JetBlue’s various getaways. Answer correctly, and the contestants scored 100 points. Answer incorrectly, and there were out as quickly as they were beamed in. The last player standing at the end of the 15-to-20-minute show won a fabulous vacation for two, courtesy of JetBlue Getaways.

The Crowd Went Wild

Built in HTML5 and accessible from all devices, the show aired five times a day daily for five days and attracted a large audience with the average viewer spending an unheard of 10-plus minutes watching each broadcast.

JetBlue: Get Away With It

“The chemistry between Jim and Mamrie was what made the show. It was like watching a classic comedy duo from the 40s. After the first couple days of shooting, my job as director was basically reduced to watching them on a monitor in the control room, cracking up at their one-liners, and muttering prayers of thanks that they were sent to us.”

Michael Sugarman
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