Case Studies

BA Race the Plane

Working with BBH and MediaMonks, Smesh provided the social data infrastructure for BA’s ‘Race the Plane’ competition. A Tweet-fuelled digital ‘Tweetliner’ raced against real BA flights in two different events. First, a Dreamliner flight from Heathrow to Toronto, followed by the maiden flight for BA’s A380, from Heathrow to Los Angeles.

The simple and appealing concept – Tweet with #racetheplane to power the Tweetliner and enter a draw for free tickets – drove immediate and sustained levels of high Twitter engagement throughout the flights.

Screenshot of closing stages of the LHR-LAX race