JetBlue's Instagram contest asks users to wipe their accounts

Brief:

JetBlue is offering a year of free travel to three Instagram users and their travel companions who delete all their posts on the image-sharing app to "create a blank slate." To enter the "All You Can Jet" sweepstakes, Instagram users who have wiped their accounts must visit JetBlue's website and follow the instructions.
Contestants must then upload a photo and use in-app software tools to customize it by filling in the "All You Can" blank. After saving the image, contestants can post it to Instagram with the tags @jetblue and #allyoucanjetsweepstakes in the caption.
The airline will hold a drawing among the eligible entries to pick the winners, who can book flights between April 1 and March 31, 2020. The sweepstakes launched on Feb. 27 and runs through March 8.

Insight:

JetBlue is making a bold request from Instagram users in asking them to delete (or at least archive and restore later) the images on their accounts to enter its "All You Can Jet" sweepstakes. The request could help to weed through contestants to find the most loyal or dedicated travel fans who are willing to clear their account for a year of free travel. The contest has the potential to go viral because of the significant reward, extending the campaign's reach and drumming up brand awareness for the airline.

The campaign is likely to reach tech-savvy young adults in the U.S. who are seeking experiences to share on Instagram, which is one of the most popular social media platforms for millennials and Generation Z. Almost three-fourths (71%) of U.S. adults ages 18-24 and more than 50% of adults ages 25-29 use Instagram, according to the Pew Research Center. Millennials spend an average of $223 a month on travel, or $2,676 a year, according to a survey by bank Ally Financial, highlighting the value of JetBlue's contest offering.

JetBlue is among the travel-related brands that have run social media campaigns to reach young adults. Southwest Airlines last month kicked off a campaign to find 10 social influencers who could create travel content for the carrier while exploring its destinations in the U.S., Mexico, Caribbean and Central America. Similarly, passenger railroad Amtrak launched a social media residency program to showcase the diversity of passengers and their train travel experiences.

JetBlue's previous mobile-based campaigns include an augmented reality (AR) app that promoted a new route between New York and Ontario, California, in October. The "OntARio to New York" app let visitors to an outdoor mall in Rancho Cucamonga, California, see digital images of New York landmarks through their smartphone. As part of its "For Good Month" campaign in November, the airline offered a free flight to a planeload of people to undertake a volunteer experience.