Airline JetBlue has encouraged a bit of petty theft in a recent campaign where its ad posters urged passers-by to take their ads 'literally, literally'.
And while the term ‘literally’ is often abused, it’s not for this campaign, as those who tore the posters off were surprised with flights, vouchers and game tickets which were hidden across the five boroughs in New York.
The campaign is similar to Coca-Cola’s campaign with Ogilvy where it created an adshel vending machine which featured a touch-screen with red and pink Coke cans lined up in two rows. The user then rearranged the cans and a real can of Coke popped out of the machine.
The adshel was positioned on Auckland’s Queen Street at the bottom of Vulcan Lane.