British Airways landed at the Six Nations to celebrate their 100th year anniversary. They challenged us with leverage their status as Principal Partner to Twickenham Stadium, and as Official Airline Partner to England Rugby, to create an experience that would leave a legacy of lasting memories for rugby fans, strengthen brand awareness and generate fan engagement. Eager to build on their successful fan activation at the 2018 Autumn Internationals, the airline entrusted to make an even bigger statement in 2019.
We designed an innovative concept, activated over the three England home fixtures, which featured a bespoke entertainment village: the “British Airways Fan Village Experience”. Conceived alongside the renowned airline, we created an experience for enthusiastic fans to test their rugby skills with two interactive challenges: Passing Challenge and a Line Out Challenge. Both challenges were accompanied with amazing prizes, such as free flights, match tickets and signed memorabilia. These prizes were allocated via a lucky dip.
The British Airways Fan Village Experience also featured two branded lounges. The Avios Lounge welcomed all fans to enjoy the match day build up, and the exclusive BA Lounge was an area designed for British Airways Gold and Silver members. These members enjoyed a complimentary drink, and a fantastic view of the Twickenham West Fan Village. We brought this concept to life over a two-week build on-site and managed the entire fan experience.
The BA Fan Village successfully entertained thousands of fans across all of England’s Six Nations home fixtures, with the rugby skills challenges proving to be a fan favourite. A total of 1,314 people participated in The Line Out Challenge and a further 1,449 people tested themselves on the Passing Challenge.
Better still, this experience brought with it tangible results for British Airways. Over half of the people that engaged with the activation signed up for Avios & Marketing communications. The Lounges were also extremely popular with each lounge reaching full capacity two hours prior to all three home fixtures.
“The fanzone looked amazing and we were thrilled to welcome everyone aboard. CSM Live have done a great job.” Mitch Caputo – Global Partnerships Portfolio Manager at British Airways