BAE Systems is a multinational defence, security and aerospace company with operations worldwide. The company is a sponsor of the world’s largest military air show, the Royal International Air Tattoo, an annual event held at RAF Fairford in Gloucestershire. BAE approached Viva to help promote their involvement in RIAT.
Create and plan a Twitter campaign to raise awareness of BAE Systems’ presence at the Royal International Air Show and to encourage visitors to come and see their displays and education trailer.
Creating tweets around themes and events which appealed to followers (Formula 1 at Silverstone, Glastonbury, Wimbledon) ensured BAE’s feed remained current. It also offered the opportunity to copy well known figures with strong connections to RIAT and aviation in general into BAE’s tweets, including Carol Vorderman and Lewis Hamilton, both of whom have large numbers of followers on Twitter and the potential to substantially increase BAE’s reach. In the last ten days of the campaign, further buzz was created by devising a series of daily ‘guess the plane’ tweets, incorporating photos and written ‘clues’.
Careful thinking about suitable hashtags (including #RIAT, #avgeeks, #aviation #RIAT2013 #mathsgenius and #airshow) ensured BAE Systems showed up on Twitter searches and again helped to increase the campaign’s potential reach online.