JetBlue Airways promo pits free flights against Instagram memories

The airline is asking users to delete their Instagram photos in exchange for a chance to win a year’s worth of travel. The online buzz has taken off, but will potential customers get on board?

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Clean slate, free flights. That’s how JetBlue Airways is hoping to win customers.

A new giveaway, part of its “All You Can Jet” campaign, offers the winner a year of free flights on the airline. To enter, you only have to delete all your Instagram photos.

Wait, what?

Yes, it’s a high-stakes investment. Social media is, after all, the currency of the internet.

Users evaluate themselves against their peers over how many “likes,” retweets, shares and comments they can generate from online readers. These metrics power business models for media companies and marketing firms.

JetBlue wants to see just how important those Instagram photos are to its customers.

The company also pulled its own social media stunt in conjunction with the campaign, deleting its own Instagram photos in favor of only three posts hyping the contest.

The Instagram bio also offers links to pages that list top JetBlue destinations. Each experience has been recommended by an Instagram user, with a link to that user’s page.

The airline also tweeted out the event:

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