JetBlue to participate in AT&T ShopAlerts advertising program

JetBlue plans on being among around a half dozen launch customers for a new AT&T Advanced Ad Solutions and Placecast ShopAlerts advertising program.

The ShopAlerts are a location-based, mobile advertising program in which AT&T creates a “geo-fence” around a retail location — say an airport check-in counter — or at an event, and AT&T wireless customers would receive messages containing coupons, rewards and other promotional offers.

The advertising program would be targeted at customers who opt-in to use it.

“We were excited about the opportunity because it takes the onus off of the advertiser to build a large database of opt-in users that the true power of technology can be harnessed,” says Katie Thompson, associate director of digital media at Mullen, JetBlue’s ad agency.

Details on how JetBlue will implement the solution are sparse.

JetBlue will be in test mode with the advertising service and is working on its development, says spokesperson Mateo Lleras.

The service will initially be available to AT&T customers New York, Los Angeles, Chicago and San Francisco.

Other launch advertisers include HP, Kmart, SC Johnson, Kibbles ‘n Bits, Nature’s Recipe and the National Milk Mustache Campaign.