Brands in Social Media

Let us start off by saying that we often love the promotions and advertisements that JetBlue makes on behalf of their brand.  Until the recent announcement (read yesterday’s Brands blog) of Virgin America’s new seat-to-seat offering where you can send a fellow flyer a libation, snack or meal along with a friendly text, JetBlue always seemed to us like a airline that was modern and fun from its snack choices including Terra Blue Chips to the individual television for every flyer.  Even its website is humorous with a login section for True Blue members called “Hi” and an area to purchase tickets titled “Buy.”

What we are not so sure about, however, is how and why JetBlue decided to weigh in via Twitter and Facebook on NBA player Jason Collins’ coming out, according to an article on yesterday’s Ad Age.  Jet Blue thanked Collins, 34, for his action and tweeted “today we are all on the same team.”

Few can argue that Collins’ personal revelation was a brave and courageous act.  The Washington Wizard’s center is the first person in American team sports history to come out as homosexual while still an active, professional player. What we are unsure about is why Jet Blue, who does not sponsor Collins or has not had a prior, public stance supporting gay rights, has decided to contribute to this discussion?  Is it a ploy by the airline to jump onto a social cause bandwagon or is it a genuine sentiment of good will toward Collins and the gay community?

Collins’ sports sponsor Nike appropriately commented on the Wizard’s action. Nike publicly acknowledged Collins’ courage and that they were proud to have him as a Nike athlete, according to Ad Age.  They further added that the sneaker company believes in an even playing field where an athlete’s sexual orientation isn’t even a consideration.  Absolut Vodka, which has previously championed causes such as legalizing gay marriage, also came out via Twitter in support of Collins.  Both the sentiments of Nike and Absolut seem appropriate in light of their previous relationship with the athlete (Nike) and social cause (Absolut).

There has been discussion on social media whether JetBlue’s actions in this matter was well intentioned or not.  Certainly the airline stands behind its decision to praise Collins digitally and stated it has the “utmost respect” for any individual that is true to his or herself.  We’d like to give the brand here the benefit of the doubt and believe it just wants to praise the act of a courageous man.  So let’s set cynicism aside temporarily and instead commend Jet Blue on lending support to a person who likely wrestled with this decision to speak candidly about his sexuality for quite sometime.