When I told people I was leaving work early for a “tweetup” a while back, I got a lot of blank looks.
“What’s that?” they asked.
“Well people tweet, and then…they meet…somewhere,” I responded.
An avid twitter user for myself (@social_allie) and for @dbrboston, I do my best to stay “in the know” about social media events and happenings in Boston. So, when I saw Jetblue’s tweet about a #jetbluetweetup being held last Wednesday, June 6, I knew I needed to investigate.
It’s a pretty genius marketing concept. The new TNT show, Dallas, was having it’s premier that evening in downtown Boston. To promote the show they decided to find a partner who could help them tap into an avid group of social media lovers, who would then, hopefully, drum up a lot of buzz about the new show. What better partner than the airline which just started a new direct flight from Boston to Dallas?!
The cross-coordination is marketing gold. To make it even more buzz-worthy, Jetblue didn’t reveal the location of the tweetup until a half hour before the event was to start. Leading up, they tweeted things like:
To learn more about how they created anticipation around the event, check out the hashtag #jetbluetweetup.
Then, true to their word, at a little after 4 p.m. they tweeted the location of the event (Sweet Cheeks BBQ) and the rush was on. Once I arrived at the tweetup, a line formed and as socially savvy individuals we all made conversation (minus hashtags) and adorned huge, foam Jetblue cowboy hats.
More people started arriving once some of the more prominent Boston Tweeps began letting their followers know about the event:
The party was nice, there was delicious food, beer, prizes and Jordana Brewster and Julie Gonzalo (two stars in the new Dallas) eveb showed up to give autographs and hand out tickets to the new TV show’s premier that night.
There was one lost opportunity, though. While all of the attendees were enjoying good eats and treats, none of us were told anything about the new Dallas. With a captive audience, they could have talked a little bit about the show or shown an extended trailor for the show. Something that we could take pictures of and tweet about to get others excited about the show. They didn’t even announce the new flight from Boston to Dallas.
All in all, I was glad to be involved in a tweetup, but disappointed by how disjointed the event was. Just two celebs, food, and prizes. Will I check out the new TV show, maybe. Could I be more excited about it, yes! All around, though, this is a great example of using social media and strategic partnerships to create buzz about a brand/show.