Overview
- The wager began as a playful Instagram challenge between Norwegian Air and British Airways and was formalised with a joint handshake video from employees at BA’s HQ.
- Following England’s 2-1 quarter-final win on Saturday, Norwegian honoured the bet by replacing its Instagram profile picture with the British Airways logo for 24 hours.
- Norwegian posted congratulatory copy and layered a commercial angle onto the stunt by promoting a time-limited flash sale and a discount code tied to the bet.
- The exchange reached tens of millions of people and drew public replies from other airlines and users who praised the goodwill and creativity of the stunt.
- Marketing observers say the episode illustrates how airlines use major sporting moments for low-cost, high-visibility activations that generate earned media and social engagement.