Thanks mostly to word of mouth, JetBlue has a cult following. They wanted to create a digital destination that captured the JetBlue experience people love so much.
The JetBlue Experience used four real brand fanatics to introduce different features of the JetBlue world: Space, Time, Play and Treat. Working directly with JetBlue, the Firstborn team created the concept, designed and developed the site and the Firstborn Studio led the entire video production, which entailed a three-day shoot at JFK.
The filming took place at JetBlue’s T5 in New York and used full-screen video to explore the cult of JetBlue. An expanded menu also let users select minivideos about various perks.
The videos covered everything from the benefits of extra legroom to the deliciousness of Terra Blues Chips. Throughout the experience, users could see how JetBlue goes beyond the standard of service to deliver down to the smallest detail.
The videos steered clear of scripts and the featured flyers spoke from their hearts. The result was an authentic romp through JetBlue’s planes and beautiful terminal at JFK.