JetBlue Uses 'Simpsons' Sweeps as Reward

JetBlue is promoting "The Simpsons" movie with a sweepstakes and extends its tie-in as the official airline of Springfield, the characters' hometown

JetBlue Airways is kicking off its partnership with “The Simpsons Movie” with a sweepstakes overlay for loyalty program members and an unusual tie to the characters’ hometown.

The sweepstakes is part of a larger marketing effort to promote the Twentieth Century Fox film.

JetBlue has been named the “Official Airline of Springfield.” As such, the company will launch its first specialty aircraft, dubbed “Woo-Hoo, JetBlue” at a press event on July 17 in Burbank, CA. The plane, which features an image of Homer and a logo with the company’s Springfield status, will be in service that day and added to the regular flight rotation schedule, the company said.

A “Simpsons” sweepstakes at JetBlue.com/Simpsons targets members of the airline’s TrueBlue loyalty program. On the site, JetBlue had branded all things “Simpsons.” It offers destination picks chosen by characters, a blog by Homer’s boss Montgomery Burns and options to download “Simpsons” movie banners to personalize MySpace.com pages.

One grand-prize winner will receive a JetBlue Getaways package for two to Los Angeles to attend the premiere of “The Simpsons Movie” on July 24. Other prizes include a JVC 32" LCD TV and “Simpsons” DVD set and a limited edition “Simpsons” console from Xbox 360.

Customers must be TrueBlue members to register for the sweepstakes.

TrueBlue launched in June 2001. The program celebrated a milestone last month marketing more than 5 million members.

To further support the tie-in, JetBlue customers can watch “Simpsons” episodes on Fox Channel 41 this month as part of the airline’s in-flight entertainment system.

JetBlue will also use “The Simpsons” Springfield logo on cocktail napkins, still screens in-flight, on posters at John F. Kennedy International Airport in New York and on crewmember buttons.

PR, online marketing, e-mail blasts and a postcard distribution in 54 airports support the promotion. JetBlue handles the sweepstakes in-house.