Case Study: British Airways boosts event engagement with Miappi

Bringing UGC to British Airways’ flagship event

British Airways chose Miappi to support its Explore and Discover event at Heathrow, aiming to create an engaging digital experience across the venue’s large screens while capturing the social buzz around the event. The challenge was to collect, curate, and display user-generated content from thousands of attendees in a way that would enhance the live event experience.

Miappi delivered animated social media hubs on large digital displays across the hangars, showcasing positive posts around #DiscoverBA and later repurposing the best earned content for a dedicated micro-site. The activation helped make the event a success, and the post-event results were strong: dwell time increased by 140% and average session duration on-site rose by almost 160% over the following year.

British Airways