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When Mullen won the JetBlue account in June 2010, it went with a decidedly aggressive approach. But it didn't just go after competitors. Thanks to Mullen's Katie Thompson, who leads the account's digital side, it also embraced new technologies.
JetBlue, for instance, became one of the first brands to test ads on Twitter through its EarlyBird Tweets, Promoted Accounts, and Promoted Tweets. It was a beta tester on AT&T's location-based ShopAlerts service. And it was one of the first brands on Microsoft's Xbox Kinect system.
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