We developed a Super Bowl Super Social creative media approach, it used impactful film in high rating TV spots that sparked excitement and pushed people to branded digital and social engagement platforms.

The Super Bowl TV commercial showed a BA 777, full of brimming Olympics fans, driving through the streets of London disembarking at the Olympic stadium. The Super Social element dove tailed this TV commercial. Using Google Street View API we created a customisable version of the commercial that lived on Facebook and ba.com.

The app prompted people to type in their UK post code and press go. They would then be

shown a personalised version of the commercial featuring a BA plane driving past their address with Google Street View.

The personalised commercial finished with our Don’t Fly campaign message and #HomeAdvantage hash-tag that created a pathway to further engagement in social media.

Our aim was to create an online activation that would deepen engagement with our Olympic and Paralympic campaign. Our initial KPI's had estimated 100 thousand uses of our customisable activation. By games end, we had achieved over 5.5 million.Through above the line support, digital paid media support and promotion from our own social networks we garnered 42 million activation impressions across the games periods. Users spent an astonishing 60 thousand hours personalising our 60 second TV commercial. We achieved just under 56 thousand social mentions of the activation online, the highest ever number for a British Airways branded activation.