Norwegian Air Shows How to Get Free World Cup Buzz

Ahead of England’s quarter-final against Norway on Saturday, Norwegian Air challenged British Airways to a simple World Cup wager on Instagram. Lose the match, and you wear the other airline’s logo on social media for a day.

“Hey @british_airways, do you wanna make a bet?” the carrier wrote.

The idea only works if the other brand plays along. Ignore it, and it risks looking either rattled or too corporate to take the joke. Norwegian kept prodding, needling BA for its silence with a pointed “Anyone heard from @british_airways while we slept??”

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British Airways has long cultivated a more conservative image, far less inclined than Ryanair,