Wangdi Entry #7

JetBlue Airways

It was exciting to see the client side of things today. I think it would be fun and rewarding to work on the client side, but I'm worried that I might start to get restless by sticking to one brand. Sure, the tasks and challenges that arise will differ. It might be easier to develop ideas and work on projects for the brand since you will know it inside out. While you can grow to be an expert and become an ambassador of your brand, the experience may not be exactly what I want. But I would still be open to working inhouse, maybe JetBlue isn't the place for me. In terms of JetBlue using emerging media to engage and capture the audience, the marketing team has been doing wonderful work. Everything from the revamping of the website to the phone app to the campaigns have me wanting to interact more with JetBlue. As a veteran user of the brand, it is heartwarming to see the company come this far as it continues to grow in a highly competitive industry.

TTIY:  Virgin America's New Safety Video Creates Buzz, with the help of Hollywood  #VXsafetyvideo

EVERYONE is talking about Virgin America's new safety video. Even the VP of Consumer Marketing at JetBlue mentioned it earlier today. I first watched the video when it made its debut on LinkedIn yesterday. This is the first time that news about Virgin America has flooded my inbox since I signed up for google alerts for the brand. The safety video has generated quite a buzz because of its unconventional take on what can be agreed to be usually mundane flight safety videos.  

Hollywood Director Jon M. Chu, the man behind Step Up movies and G.I Joe: Retaliation, partnered up with Virgin America to produce this musical extravaganza of a flight safety video. Director Chu's mother also makes a debut in the video at 1:40, and he includes a lot of his usual crew including rapping "oygen girl" Kylie Davis and Mike Song. The look and feel of the video resonated with its fresh appeal the brand prides itself on. The whole world has tuned into what Virgin America has unveiled, singing praises from Australia and India to back to the U.S... calling it "a safety video you actually want to watch." The world is amused by the funny, cool and animated safety video. The video also was said to have tapped into that Glee factor, a popular TV show about a high school music club, because of its singing and dancing and rapping in the video. It features former contestants of American Idol and So You Think You Can Dance singing and dancing in the video.

Despite the tremendous positive feedback the creative video has gotten, there are some who may not completely onboard. AdAge's take on this safety video is "initially charming, then totally exhausting." The VP at JetBlue's comment about the buzz eventually dying may had some truth to it, however there has been some precedence set for future safety videos. If anything, Virgin America will be remembered for this innovative and hip take on the mandatory and basic safety video.

Even Helen covered the safety video on her show and had the dancers perform on her stage:

To compliment this safety video campaign, Virgin America has set up a contest targeting dancers to inspire their next safety video. A website has been set up (VXsafetydance.com) where you can submit your audition, or you can simply upload an instagram video with your moves by using #VXsafetydance by November 22nd 2013.

And in case you were curious for more, here is the behind the scenes video: