How To Fly A Plane With A Hashtag

Race the Plane microsite

It may be a barely veiled attempt to drive Twitter mentions, but you have to admire BA’s Race The Plane competition that’s running in the UK today.

The campaign idea is simplicity itself. Twitter users can race (virtually) a BA jet flying from London to Toronto by tweeting with the hashtag #racetheplace. Presumably—although it’s not explained on the microsite—every tweet increases the distance travelled by the “tweetliner.” Meanwhile, back in the real world, a BA Dreamliner plane is making the actual journey with the distance it has travelled shown on the site.

It’s unclear what the point of the game is, other than giving Twitter users the chance to win flight tickets by taking part. Whether the Dreamliner or Tweetliner arrives first at its destination seems largely academic, but that hasn’t stopped some feverish tweeting from people willing the Tweetliner to win!

We shouldn’t analyse this too deeply, but I can’t help wondering if any of this is actually happening in real time? The two planes seem remarkably close today, just as the marketing team would want to stoke up continued tweeting.

But, that stuff doesn’t really matter. BA has taken a simple idea, presented it tastefully and simply in a dynamic, responsive site, incorporated a succinct promotional video and social proof in a Twitter stream, and seems to be driving lots of mentions across the Twittersphere. Plus they’ve made it easy for players to share the competition to Facebook, and Google+ too, what’s not to like?

About Allister Frost

I'm a marketer who helps companies adapt and grow in our digital world. This site is the place where I share my thoughts about marketing, how it's evolving and what great marketers are doing. Let me know what you think.

Posted on September 19, 2013, in Creativity, Inspiration, Social Media and tagged , , . Bookmark the permalink. Comments Off on How To Fly A Plane With A Hashtag.

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