British Airways first viral campaign
British Airways will sponsor the upcoming Rugby World Cup 2003 and will use a viral game to let people know about it. Revolution Magazine reports what Jayne O’Brien, head of BA’s UK and Ireland marketing, said:
“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”.
This sounds so na�ve… Well, Mrs O’Brien, the game will go online on October 6th, let’s wait and see if it’s worth spreading the word 
