Virgin Atlantic - One Day

Virgin Atlantic - One Day

Virgin Atlantic wants to inspire people to remember, and go after, dreams they may have forgotten or put aside with a social campaign entitled “One Day” .

Though part of a larger branding effort that uses the strapline “Let it Fly” the One Day campaign is simple in both scope and execution.

Limited to residents of the UK and Twitter, it’s a retrospective journey in which Virgin Atlantic and advertising agency Adam&Eve/DDB London mined Twitter’s colourful history (going back as far as five years) and found old tweets tagged with #oneday, describing the future wishes of Twitter users.

Selected tweets will be broadcast by the airline/agency duo across social media and on digital outdoor displays across the UK for… you guessed it… One Day. If someone spots their tweet, they need simply contact the airline to claim their prize of plane tickets to go wherever necessary to do that #oneday thing.

A short online video was published in advance of the activation, so people had some heads up about it. Overall though, the campaign maintains a fairly clandestine edge.

In a feature about the effort , Campaign Magazine asked Virgin Atlantic’s Vice President of Marketing, Hamish Rickman, a great question about whether or not it’s acceptable to re-broadcast tweets (without express permission) as part of a marketing effort.

“When you’re talking about live engagement, there are inherently risks,” he replied. “We will have people monitoring conversations every day over the [duration] of this campaign. We’re ensuring we’re on top of any issues that might arise.”