RealTime IT News, Team for British Airways Campaign, British Airways' longtime interactive agency, on Thursday called upon to develop a sweepstakes aimed at pushing the airline's summer flights to London.

The campaign, whose other objective is increasing transactions at the company's Web site, will integrate with a big offline advertising campaign, and will be similarly themed with images and characters from DreamWorks Pictures and Aardman Studios' animated film, "Chicken Run."

All of the elements of the effort -- both online and offline -- will drive people to the British Airways Web site, where they can sign up for the "Escape to London" sweepstakes.

Prizes include a no-holds-barred trip to London, several economy trips, and tickets to the animated film. "Chicken Run" tells the story of a flock of brave chickens who are determined to escape from the farm before they can be turned into chicken pot pies. Mel Gibson, Julia Sawalha and Miranda Richardson head the voice cast.