British Air Gets People Speaking Its Language
British Airways is using a viral text messaging campaign in conjunction with an online ad to drive traffic to its web site. Ads on the site invite people to send a British slang expression to friends who are told they can find a definition on the BA site. The word or expression changes daily, a reason for people to come back to the site to get another item they can send to friends.
The Lesson: WOM isn't a one-time effort, give people a fresh reason to talk to people.
More info:
http://www.ba.com
