It is very cost effective compared to the traditional form of marketing. It is a more reliable form of marketing for customers/travelers as it can be recommended by people they know. However, incentives given to people for spreading messages can increase fake customers. It also cannot be controlled by the organization as it could reach even those people to whom the organization does not wish to convey such message. The content and reason of the message can be completely altered as it passes from person to person. In November 2013, British Airways unveiled a billboard called “look up” that can identify the real plane flying overhead. Of the addition Abigail Comber, head of marketing at British Airways, said: 'This is a first, not just for British Airways but for advertising in the UK. We all know from conversations with friends and family that we wonder where the planes are going and dream of a great vacation or hot destination. Smart technology allows this ad to engage people in the moment and answer that question for them.' (Author: fra30774 | Filed in: Ambient, Digital, Installation, UK)[http://www.digitalstrategyconsulting.com/intelligence/2013/11/british_airways_look_up_outdoor_campaign_identify_real_planes_in_the_sky.php