This weekend BA will be demonstrating to shoppers at London's Westfield
centre that it flies to more Caribbean Islands than any other UK airline, thanks to a smart dose of real-time.
Shoppers will be able to interact via SMS with holidaymakers in an unknown Caribbean destination, asking questions to find out more details about the island. If they can guess the location they will be entered into a draw to win a seven night stay on the island.
, chief strategy director at brand behaviour and innovations agency BEING
, explained: 'People expect more real-time, social, interactive pieces of work. Out of home, by its very nature, has the potential to be very social.'
BEING won media owner Ocean Outdoor's
creative digital competition, challenging entrants to come up with ideas that push the boundaries of digital outdoor. BEING entered on behalf of its client and won £250,000 worth of media space at Westfield, where the campaign is running.
Richard Bowden, British Airway's digital marketing innovations manager, explains: 'This competition enabled us to create a new social media experience for our customers, combining live streaming and real-time participation to deliver a uniquely innovative campaign.'
Those that aren't in Westfield can follow the campaign via Facebook
, but need to be in the shopping centre itself to get fully involved.