JetBlue rewards people for pulling off signs

NEW YORK (FOX 5 NY) - In just about any other case, removing ads from bus shelters would be considered vandalism in New York City, but not when JetBlue asks you to do so. The airline says it hid prizes behind the signs in all five boroughs. Some of them read: "Literally. Take this ad. Literally." Others read, "Only A Real New Yorker Can Pull This Off.'

It was all part of its marketing campaign, #NYCTakeOff.

181 posters were affixed to bus shelters.

JetBlue shared video of people taking down the signs.

Due to its success, the campaign will reportedly continue through Oct. 5.

Some of the prizes include airline tickets along with Jets and Nets tickets.