Campaign: Soar with Reading
Company: Jet Blue and Barefoot Books
Nonprofit Partner: PBS and local literacy-focused organizations
Launch Date: June 27, 2012
JetBlue and PBS have launched their second annual Soar with Reading Summer cause marketing initiative. A campaign website provides free, family-friendly reading resources and encourages adults to submit the name of their favorite children’s title online. For every submission received, JetBlue will donate a book to a child with support from partner Barefoot Books. Donations will be made to local literacy-focused organizations identified in partnership with PBS member stations in the 71 cities that JetBlue currently serves. Those who share their favorite book titles on the site can also be entered into a sweepstakes to win prizes including a vacation package. Up to $200,000 in books will be distributed with a minimum donation of $50,000 worth of books.
There is much to admire about this summer cause marketing initiative. This multi-pronged partnership allows each partner to bring valuable assets that ultimately benefit cause, brand and consumer. Offering a consumer incentive in the form of a sweepstakes encourages both participation and sharing via social platforms, another wise move. Consumer participation is simple, language is clear and the cause link is tangible.