A few unsuspecting — and thirsty — people were in for a surprise when they bought themselves a Coke recently: free flights from JetBlue.
As part of a campaign called “Share a Coke with Humanity,” the soft-drink company and JetBlue partnered to set up a vending machine in New York’s Penn Station that was rigged to dispense not one Coke, but two. Anyone who chose to give the Coke away was rewarded with a free round-trip ticket aboard jetBlue.
That day, 21 generous people went home with free flights, including two random people who stopped to help an old woman who was having trouble feeding her dollar bill into the vending machine.
Brittany Topham (a Senior Account Executive at Mullen Lowe PR, which represents JetBlue) told Road Warrior Voices about 70% of the shares took place between an individual and a stranger, instead of the person just handing the drink over to someone they knew. Production behind the activation was drummed up by New York based agency Rokkan.
“When we caught up with them, the most common reason for sharing was: ‘I got two and only needed one, why wouldn’t I [share]?'”