BA uses viral game in Rugby World Cup sponsorship

LONDON - British Airways is including a viral game as part of its digital marketing strategy for the first time.

The online game, available on and from October 6, will promote BA's Rugby World Cup 2003 involvement.

It will allow the player to select their favourite rugby star to "kick" a rugby ball through a goal made up of two nose-to-nose aircraft.

Prizes for the player who gains the most points include: a Sony plasma WEGA television and DVD player; digital cameras; and British Airways flight vouchers. Scores can be increased if the game is sent on by email.

Jayne O'Brien, head of BA's UK and Ireland marketing, said: "We wanted to tell as many people as possible about BA's involvement in Rugby World Cup 2003 and this online game seemed the perfect way to do that.

"We're hoping that players will be so enamoured by it that they will send it on to friends, family and colleagues and spread the word."

The game was developed in conjunction with i-traffic, an Agency.com firm.

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