How it works?
To promote their direct flight from London to Toronto BA decided make Twitter audience do that for them. With the help of BBH London a nice landing page has been created, which is showing a live race results. On one hand we have a real live Dreamliner plane flight from London to Toronto happening. And on the other hand there is a digital plane, fuelled by #RaceThePlane hashtags used on Twitter at the same time as real plane flying. Everyone who uses a hashtag will then get a chance to win a plane ticket for the same destination.
According to the social search and analytics company Topsy, there were over 30,000 tweets with the hashtag in 30 days.
Instead of buying tons of expensive media, BA chose to make this campaign comparatively low on costs by using a third party platform and making their audience help the campaign to go viral. Because of the idea being quite innovative there is a big chance to see some good results. The campaign is starting tomorrow, Thursday 19th September, so why not go and try it yourself to see a good advertising concept in action?