The limited-edition shirt celebrates Jet2 Jet2holiday's well-known catchphrases and voiceovers

Jet2holidays can now be added to a list of brands (think Jaguar, KFC, Ryanair) with marketing that’s grabbed our attention in unexpected ways. The Drum asked our membership for their thoughts on the pros and cons of unpaid media. Is all PR good PR? In light of Jet2holiday’s ad becoming a viral sensation – with its audio track reappropriated to accompany social media videos of drunk holidaymakers falling into swimming pools, along with a host of other vacation ‘fails’ – we polled The Drum members for their thoughts on the phenomenon of unpaid media. What are some of the best and worst examples of a campaign taking on a life of its own after going live? And, is there any way to orchestrate how a campaign is received by the press and general public once it’s out in the wild? Read more here