A mobile and desktop enabled website that housed the live race tracking the BA plane and the Tweetliner as they flew side-by-side. The hub site was also populated with participants live tweets, information about the aircraft and information about the chance to win free tickets on the next flight. This hub site was executed alongside the competition being run through the brands Twitter page where it took part in each race alongside the thousands of participants. Pre-launch videos were created to generate hype for each race and post-race thank you messages were sent out to the most avid race tweeters.

The response was phenomenal and our hashtag trended for over 48 hours. Both races generated over 30k #racetheplane tweets resulting in 98 million impressions. Each races generated an average of 1200 # Tweets per hour and the brand reached 15% engagement rate on Twitter, the highest ever for the airline. BA also say a 30% jump in association with both aircraft post the race. Due to this unprecedented support, the Tweetliner not only won both races, but also Twitter’s ‘Most innovative campaign of 2013’ awards.