• iMedia Connection, Monday, March 6, 2006 11 AM

You'll have to scroll down through several items in this piece about alternate reality games in order to get to the paragraph about American Express and JetBlue, but Joyce Schwarz notes that the deal between the card company and the airline is quite novel. "If you're flying JetBlue in April, you can turn on your seat's DirecTV screen and participate in what may be the first made-for-in-plane-only reality show, [which is] called 'Share the Love'.... A vote for one of the two families competing in a cross-country race to win a year's free travel will not only help pick the winner, but will also prompt a contribution to charities such as the Boys & Girls Club," Schwarz reports. "Online at www.jetblue.com, consumers can also catch a peek at the videos and cast their ballot." The ARG-style race is designed by multiple agencies and an integrated team led by Nancy Smith, vice president, global media and sponsorship marketing at American Express. Amex and JetBlue have worked together in the past; there is even a JetBlue version of the American Express card.

Read the whole story at iMedia Connection »