Few weeks ago, British Airways (BA) placed a very creative interactive billboard in Piccadilly Circus, London. The #LookUp digital billboard shows a kid interacting in real-time with BA planes flying over. It will also tell you which flight it is. A great marketing move that tackles one of the actual trend in the industry: Real-time marketing. The coolness and creative factors are the main reasons behind the virality of this campaign as the promo video reached nearly a million views to date.

Domino’s Pizza decided to reply to this campaign with a #LookDown billboard. The concept is the same but instead of tracking flights, it tracks pizzas delivery. Since the original campaign got quite popular, the pizza chain relies on the fact that people will be interested in watching a “spoof” of it to reach a large audience…