TOW #10 British Airways #lookup Billboard

            People often look into the sky at planes passing overhead and wonder where those planes might be heading to: a beautiful beach, a tropical rain forest or maybe even just to visit some family. With British Airways new Look Up campaign the day dreaming as to where planes are going is over. In this new

marketing campaign billboards have been strategically been placed where planes fly overhead and feature a little boy actually following the plane with a little description as to what kind of plane it is and where it is heading to. Through the use of effective social media reference the purpose can be achieved. On the bottom of the screen of the billboard there is a hash tag that reads #lookup when people see this cute billboard they might feel the need to tweet about it. One audience that British Airways is probably targeting is the younger generation who more often use social media as a way to express themselves. The billboard draws the audience in, but by tweeting about the billboard the purpose is achieved by getting the company British Airways in media and ultimately getting people to fly on their planes. A campaign like this has never been undertaken before showing the innovation of the marketing team at British Airways and they obviously have enough social awareness to know that anything with a hash tag is a good way to get the message across. I believe that the purpose was achieved, because it is just an incredibly eye catching billboard that will most likely spark a lot of conversation about British Airways. It is pretty much that British Airways has to pay to have this billboard up, but because people are tweeting about it they get free advertisement without paying for it. It is incredibly innovative way to involve new technology in the old school world of billboard advertisements. 

Link to gif of billboard 
http://static4.businessinsider.com/image/52910feb6bb3f738682c6b06/fast%20company.gif