The main goals set for TrueBlue Badges were:
- To enhance the loyalty of the airline’s customers (loyalty 3.0: reward, interact, engage)
- To engage customers with the use of gamiﬁcation mechanisms
- To gather valuable data about customers and their behaviour
- To educate and guide members through the TrueBlue programme
JetBlue’s priority was to create and implement a compact gamification programme with simple rules, that is highly engaging for customers at the same time.