BA campaign by BBH is not about flying

 Justin Moore (BBH Creative Director) proudly revealed  (Metro, 26th June, 2012) how his team 'broke all the rules by demonstrating 'support for Team GB in the most profound way ...by asking people not to use the product'. interestingly this 'not about flying' approach runs through its social activities too. 

After viewing the commercial on British Airways Facebook page I scrolled down the time line, which shows the full sequence of the campaign revealing what a social brand BA has become.

Like in the Qatar's tweet a meet audiences are invited to write up sight-seeing tips for destinations (ok to win flights), vote on their favourite Olympic flick, consider how much tea BA makes for customers and offers little quizzes on the company's heritage - all little quirky strategic ways of reinforcing brand identity.