The old phrase “The sky’s the limit” might need a little tweak now that the British Airways UnGrounded influencer marketing campaign has ended.
In partnership with Text100, British Airways invited some of the top minds in science and technology to take part this summer in a groundbreaking flight designed to change the world, and show that the sky’s not the limit after all.
100 budding entrepreneurs, seasoned business veterans, CEOs, scholars, VCs and other prominent Silicon Valley thinkers were invited to share in a brainstorming session… at 30,000 feet.
The goal of the flight was to get influential minds in science and technology to come up with solutions to the problem of STEM (science, technology, engineering, mathematics) talent misalignment: talent popping up in areas of the world where opportunities are scarce, and opportunities popping up where talent is scarce.
During an 11 hour flight from San Francisco to London, these 100 brilliant minds put all of their brainpower towards solving this very problem.
By collaborating in groups on board the flight (which was laid out to foster this brainstorming), they came up with 22 ideas that tackled the problem from a variety of angles.
For instance, one group developed an idea called “Tech21”, a non-profit STEM education program targeted at people over 21 years of age – specifically post-college grads currently in the workforce. Tech21 programs would be sponsored by government and private organizations, and would espouse the goal of teaching and re-training skills directly related to STEM jobs.
Another neat, and more out-of-the-box, idea was a “nutritional panel” on products that reveal the STEM technologies behind their creation. Whether it’s a t-shirt or an iPhone, the INIT label would be attached to the packaging. Its aim would be to pique consumer interest in what goes on “under the hood” of all the products we know and love, and attract more STEM involvement.
The four best ideas were chosen by the group to represent their efforts at the United Nations ITU Committee at the DNA Summit in London on Friday June 14th.
The winning idea, as chosen by delegates at the UN, was called AdviseHer. It is an online community that leverages the power of pipeline programs to advise and advocate for women in STEM university programs and companies. The community includes women leaders in STEM companies and focuses on improving women’s visibility in STEM university programs, improving funding for women-led startups and increase the number of women in STEM-related positions.
This creative influencer campaign tied the science and technology innovation that British Airways is known for with the science and technology innovation found within Silicon Valley, in order to solve a problem. The issue of STEM talent not matching up with STEM jobs has been plaguing Silicon Valley and other tech hotspots for some time, and as an issue it also impacts British Airways itself.
This post is part of a series profiling the 2013 Top 10 Influencer Marketing Award winners. You can view the full list of the top 10 winners here, or check out profiles of past campaigns here and here.
Lauren Dugan is a social media marketing consultant, speaker, author and teacher. She works with small and mid-sized companies to hone their social media strategies, and writes for various publications around the web in between tweets and status updates. She is also a Raynforest advocate, and thinks an influencer marketing platform is a pretty neat idea.
Latest posts by Lauren Dugan (see all)
- Ditch The Computer And Meet Your Influencers Offline: Influencer Marketing Campaign Of The Week - December 18, 2013
- Making Search Social: Influencer Marketing Campaign Of The Week - December 3, 2013
- Streaming Live, Kick-@$$ Concerts: Influencer Marketing Campaign Of The Week - November 26, 2013