American Express, JetBlue Boost Co-Branded Card Via Rewards Competition
American Express and JetBlue are giving new meaning to the task of earning rewards, launching a rewards competition in which two families will compete to earn points for a return flight home.
American Express and JetBlue are searching for two families to compete in its Share The Love: A Rewards Challenge Powered by the JetBlue Card from American Express competition. During the competition, which kicks off in November, the chosen families will have 48 hours to spend $40,000 preloaded on a JetBlue Card from American Express on purchases for other people. Families selected from casting auditions this month will fly to New York and Los Angeles to compete.
Teams will rack up TrueBlue points (part of JetBlue’s flight gratitude program) from purchases to earn return flights home after the competition. For very dollar spent on the Jet Blue by American Express card, consumers earn one award dollar, and for every $200 award dollars earned, members get one true blue point.
The goal behind the program is to boost awareness of the JetBlue Card from American Express, which launched in June, JetBlue spokesperson Jenny Dervin said.
“We want to show families how easy it is to earn points to get tickets on Jet Blue and the benefits of the American Express card,” Dervin said. “We’re gearing it toward families because a lot of families travel. We want to show folks that traveling on JetBlue is best option.”
The family that spends the money most creatively will win and earns points for flights back home will win. Casting auditions are scheduled on Oct. 15 in Washington, DC, and in Boston. Consumers can log onto to Jetbluecard.com to apply for casting auditions. Casting auditions were held in Fort Lauderdale, FL, and in the San Francisco, CA, and San Jose, CA, area last week.
“An innovative partnership requires an innovative competition,” American Express spokesperson Rosa M. Alfonso said. “This is a unique way to reach our target audience, entertain them while sharing the overall aspects and value of the card and engage them in a fun competition between two families which speaks to t he attributes of both the JetBlue Airways and American Express brands.”
“The environment is more challenging for marketers than ever before,” she added. “We are seeking solutions, and extending our advertising, sponsorships and overall marketing in new and strategic ways.”
The winning family, to be selected via consumer voting, will receive a year’s worth of travel on JetBlue. The second-place team will earn $40,000 award dollars, equivalent to 200 True Blue points to redeem for two free airline tickets.
“We’re looking for the spirit of the family that knows the value of a dollar and knows where to get the best deals,” Dervin said.
American Express and JetBlue will film the competition to create a reality program that will air on JetBlue flights in March. JetBlue will air five-minute segments of the show online at Jetbluecard
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