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British Airways digital billboards interact with jets flying overhead

November 20, 2013

British Airways has a new digital billboard campaign that "interacts" with jets flying overhead, according to MarketingWeek.

BA says the technology for the "Magic of Flying" campaign is an "advertising first," the MW article said. The campaign was developed by Ogilvy 12th Floor and aimed at reminding to people what a magical experience flying can be:

The ad[s] are located on digital billboards in Chiswick and Piccadilly and interact with aircraft in the sky thanks to custom-built surveillance technology. The system tracks the aircraft and interrupts the digital display just as it passes over the site, revealing the image of a child pointing at the plane, accompanied by its flight number and destination it's arriving from.

Watch a video of the billboards in action below:

Learn more about digital billboards.