Virgin Atlantic has a big surprise coming for a few people who have tweeted about their life fantasies in the past with the hashtag #oneday.
A new U.K. campaign, by Adam&Eve/DDB London, includes a "claim your tweet" element where the airline will highlight people's tweets on social and digital outdoor media -- for example, a woman who tweeted in January 2013 that she wanted to go skydiving one day. The agency has looked back through Twitter to find tweets that embodied the "one day" concept and that the airline could help make a reality.
The person who originally wrote the tweet will have up until midnight on the day to claim their prize and win Virgin Atlantic flights to help make it a reality. Once they have claimed the prize, follow-up messaging will tell them what destination they will be taken to, to live out their "one day" for real.
An online video, seen here, will break next week promoting the campaign, and there will also be an Instagram competition giving people the chance to win a "One day" experience.
Hamish Rickman, Vice President, Marketing at Virgin Atlantic, said in a statement: "So many of us say "one day I will" but all too often we don't allow that "one day" to happen. With this campaign, we're not only aiming to motivate and inspire people to achieve that one thing they have always talked about but for a lucky few, actually help make it happen".