British Airways – engagement and media coming together for a great example of experiential marketing
Last week I came across this great experiential marketing example from British Airways in Victoria Station, London, UK. British Airways had created an installation where people could play a flight simulator game and win tickets to a destination. It was very popular with long queues (probably not what they intended!). From a marketing perspective it was magnified by the clever use of the digital media across the station from the main digital display boards to the smaller digital boards which were all part of the brand experience.
It would be interesting to see the ROI on this activity but it was very engaging and opportunities to view must have been high in the experiential marketing case study. It was in partnership with Orlando so I would imagine that some of the costs were shared which would have improved it's cost effectiveness.