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Airline encourages New Yorkers around the city to seek prizes hidden in advertisements

JetBlue's headquarters is in Queens, so it's only fitting it calls itself "New York’s Hometown Airline."

In a campaign created by agency Mullen Lowe, the airline hid prizes in plain site for New Yorkers to find in all five boroughs. Those who noticed the posters scattered throughout the city could rip off the ad to reveal a prize.

Prizes ranged from free ice cream at Brooklyn's Blue Marble, to New York Jets tickets and a round-trip flight. Within the first 48 hours, already 100 pieces of swag were claimed.

If you missed out on the freebies, the ad series will refresh on Oct. 5, for any treasure hunters in the Big Apple.