It turns out you aren’t going to cause the plane to crash because you’re fiddling with your iPhone during the first 10 minutes of a flight. So JetBlue and Delta want you Instagramming before you even taxi away from your gate.
After concluding months of research into whether or not electronic devices actually cause safety issues because of radio interference, the Federal Aviation Administration announced last Thursday that airlines will now be able to allow passengers to use electronic devices in airplane mode gate-to-gate – no more waiting until the plane reaches 10,000 feet before turning your device back on. It’s up to airlines to determine how and when to begin allowing electronics throughout flights, as long as they prove to the FAA that their planes can handle it safely. JetBlue and Delta are the first so far to allow the use of electronic devices for entire duration of flights.
And, naturally, they have been the first airlines to start marketing around the new rule.
Both airlines have adopted the hashtag #below10kfeet to encourage people to share their in-flight aerial pictures and as a way to make their customers aware of the new rules.
As Morgan Johnston, social media strategist at JetBlue, explained, it was very important to JetBlue to be one of the first airlines to actually implement the new electronic device rule and one of the first to talk about it. The airline started the hashtag campaign on Sunday.
“We actually have a social layer onto of our website called So Fly,which is a way for customers to submit photos for JetBlue to use on JetBlue properties,” explained Johnston.
“And since we launched that in spring of 2013, we saw a number of customers taking photos that were clearly below 10,000 feet — while we appreciated their enthusiasm, that was technically illegal. Now it’s great for us that we can change our policy to actually allow that — we know that these are photos people actually want to take, and we want to seem them.”
According to Johnston, he’s seen a few people starting to use the hashtag on Instagram, too.
Delta is taking the hashtag one step further and turning it into a photo contest for a chance to win two free first-class tickets. Delta also created an announcement video about the new electronics policy that remakes the viral video hit “Lily’s Disneyland Surprise!” into “Lily’s Delta Surprise.” The video has more than 790,000 view so far — not too shabby for a branded video.
“Our customers have been asking to be able to keep their devices on, so when we knew an announcement was imminent, we made plans for getting the word out in a fun way,” explained Betsy Talton, a Delta spokesperson. “The viral video ‘Lily’s Surprise’ immediately came to mind, so we reached out to her family to ask permission to use the video to show our own customers’ excitement, and the hashtag #Below10kFeet is a great way for our community to share and collate their comments and experiences.”
But why let the airlines have all the fun? Amazon also got in on the FAA action by announcing a special Kindle promotion in honor of the new electronic-device rule. For one day only (Nov. 4), Amazon offered 15 percent off Kindle readers (excluding the Kindle Paperwhite). To get the discount, customers just had to enter “ThnksFAA” at checkout.
So get ready to see more Kindles on your next flight and more photos of an airplane wing and some kind of city landscape popping up in your Instagram feed. Because, Lord forbid, we have to power down for more than 20 minutes at a time.
Marketing Briefing: U.S. marketers prepare contingency plans amid potential TikTok ban
The likelihood of a ban is still up in the air, marketers and agency execs say, which is why some are simply taking a wait and see approach while others are preparing contingency plans.
In graphic detail: Gamers are warming up to in-game ads
Comscore questioned gamers about their attitudes toward advertisements in games for its State of Gaming report. Digiday got a sneak peek.
Digiday+ Research deep dive: Agency spending on TikTok plateaus as brands struggle with what to make of the app
Agency clients' spending on TikTok may have hit a plateau, while brand marketers are still searching for the right answer when it comes to how much confidence they should have in the platform.
SponsoredBrands are optimizing video production to drive user acquisition
Sponsored by QuickFrame by MNTN With brands increasingly investing in video ads on social media, marketers are enhancing their video production capabilities to unlock growth on Facebook and Instagram. Especially urgent in an uncertain economic climate, brands must minimize production costs while creating a high enough volume of social media videos to identify the creative […]
Meta, Snapchat, Twitter layoffs spell trouble for agency relationships
The speed and scale of platform layoffs only compound the problem of marketers feeling neglected by the social media giants.
Lessons from marketers’ experience with generative AI
Enthralled as marketers clearly are with the possibilities of AI, they’re starting to think they might need a strategy for it.