Vol. 97 Jet2 Holidays: A viral jingle 🎶

Case Studied
Rolling with the trends 

For many marketing teams, the ultimate goal is to go viral. But there’s a lot of unpredictability that comes with that. After all, there’s no way to know what form virality takes and whether it’s got a positive, negative, or neutral connotation 

We saw this play out with Ocean Spray when a longboarder posted a viral TikTok video of himself drinking their Cran-Raspberry juice and singing Fleetwood Mac after his car broke down. For a beat, the brand sat back and let the virality of the video unfold organically. But then, Ocean Spray jumped in and gave the longboarder a new truck, plus a trunk full of their juice. This past summer, we saw Jet2 Holidays take a similar approach.

This week, Case Studied explores how Jet2 Holidays leveraged its viral jingle to boost engagement. 

The Brief

Jet2 is a UK-based budget airline and tour operator founded in 2007 as a subsidiary of the airline Jet2.com. While Ryanair and easyJet are big players in low-cost European travel, Jet2 is differentiated by its full-service holiday packages that include flight and accommodation at low fares. 

The story of the brand’s virality begins with a 2022 TV commercial. It features audio of the song “Hold My Hand” by British singer Jess Glynne with the cheery voiceover by voice actress Zoe Lister. The main soundbite says, “Nothing beats a Jet2 holiday. And right now, you can save £50 per person…”

The original ad and its jingle sat dormant for a while until it began popping in social videos in 2024. By spring 2025, the audio track was everywhere on TikTok, being used to show travellers in precarious situations like an elephant using its trunk to grab onto someone’s face or a giant spider crawling on the interior roof of a car. 

More than 2 million user-generated videos riffed on the jingle. With so much organic traction, Jet2 Holidays had to decide whether to sit back quietly or jump into the conversation. They chose the latter.

@lillyycb

shoutout to the woman who took her shoes off #jet2holidays #nyc #flashflood #nycsubway

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The Execution

Jet2 embraced the jingle’s trendiness by creating a social video in response. It featured employees lip-syncing the viral jingle with slightly different audio. Instead of “And right now, you can save £50 per person”, the new audio said “And right now, save £400 as a family of four with MyJet2.”

The new audio aligned with a contest Jet2 Holidays announced in the video caption. It invited users to make their own videos using the new branded audio for the chance to win a travel voucher worth about $1,360. The caption also helped frame the brand’s response by acknowledging the many videos that had been made thus far:

“NOTHING BEATS A JET2HOLIDAY 🗣️🗣️

And RIGHT NOW we've got a BRAND NEW SOUND (that's better than the last one...) for you to get lip-syncing to... Yep we've seen you all! 🎤

You could even #WIN a £1,000 Jet2holidays voucher with your video 🤩

Simply upload our NEW SOUND from THIS video, use the #Jet2Challenge hashtag and tag us @jet2pics, and post to your account making sure we can see it (i.e. not on private!) and we will pick our favourite one! Get creative, you could be the winner! 🏆”

jet2pics

370K followers

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The Results

Jet2’s TikTok video announcing the contest racked up 1.5 million likes and 38.6 million views. It’s the most viewed video on the brand’s TikTok and the contest’s hashtag has over 3,000 posts. 

The virality of the jingle also generated substantial earned media, with coverage from outlets like CNN, Forbes, and Business Insider.

The Takeaways

1)  Tastefully lean into organic virality.

Jet2 Holidays responded to their viral moment with intentionality. They found a way to entice more user-generated content while also getting people thinking about booking a trip with the company. 

Engaging with organic virality can be a delicate dance so it’s helpful to have a strategy set up for if and when it happens. Do you know how your brand would react to social media content about your brand, whether it’s positive, negative, or neutral? If not, work out a plan that ladders up to your brand’s overall strategy and make sure the right people are trained on it. 

2) Incentivize when it makes sense. 

Jet2’s contest struck an important balance. It didn’t take over the jingle trend but it did give fans another reason to join in. The voucher prize was meaningful but secondary to the fun of participating.

If you’re incentivizing UGC, make sure the prize enhances existing behavior rather than dictating it. It’s important to first understand what’s motivating your community’s behavior. From there, you can identify what kind of incentive makes sense and adds meaningful value. 

3) Legacy assets can find new life.

Jet2’s jingle originated from a 2022 TV spot, not social media. But that didn’t stop it from finding resurgence on TikTok and being called the “song of the summer” by some news outlets. 

Take a look at your creative assets and how they’ve evolved. Is there opportunity to leverage old branding in a creative way? Maybe that looks like sending your oldest customers a piece of content that features a former logo and reflects on the brand’s history. Whatever form it takes, some creativity can help give older assets unexpected relevance.

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