The tongue-in-cheek viral ads feature England internationals Phil Vickery, Riki Flutey and Lee Mears interacting with bmi cabin crew. The carrier has given each viral innuendo-laden titles, such as ‘Hooker' and ‘Stud'.
‘Something simple like video content can really help generate brand awareness, loyalty and ultimately product sales. Using celebrities like the England Rugby players makes the medium even more powerful,' said Tamarah Khatib, head of online at bmi.
bmi signed as an official sponsor of the Rugby Football Union (RFU) in February 2009.
Read Ed Kemp on Sports Marketing
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