By sending out a tweet for action, businesses can connect with their customers in a fun way, while rewarding their most loyal and enthusiastic customers with lucrative prizes. When JetBlue social media strategist Morgan Johnston and his colleagues were called to a meeting to discuss how to increase awareness of the @JetBlueCheeps Twitter account, they opened up the discussion to their Twitter followers—asking their opinions on what should be done differently. Last year, JetBlue devised its Twitter Ticket Giveaway—the company tweeted secret locations in New York City, Buffalo, and Boston where people could received free plane tickets—in celebration of the company's 10th anniversary.