To celebrate the raft of unforgettable live experiences The O2 has seen over the last decade, O2 challenged us to reach beyond just O2 customers to build a sense of occasion, build brand attractiveness for the brand, as well as engage fans with relevant content on social to generate buzz and maximize conversation around the birthday celebrations.
As a brand who play a significant role in supporting the infrastructure that underpins the live music industry, O2 have always been about putting the fans first, through unparalleled access and exclusive offers and perks. The O2’s 10th Birthday presented the perfect opportunity to celebrate the people that help make it all happen. The strategy was simple: to put fans in the spotlight and make them the stars of the birthday celebrations, in turn enabling us to harness their passion as a powerful earned media channel.
With the opportunity to harness fan passion as a powerful earned media channel, existing fan behaviours were capitalised upon. Fans who engaged with the campaign hashtag, #10YearsOfTheO2, were given a taster of the unforgettable live experiences that only O2 can offer.
From ticket competitions, to real-time Wi-Fi push messaging and in-venue activations, fans were welcomed into the full ‘O2’ experience. Multiple touchpoints engaged fans, including the opportunity to immortalise their name in lights, become a VIP star on the ‘blue carpet’, and win exclusive ‘birthday presents’ via the always-on gameshow at The O2’s bespoke birthday gift box, hosted by showbiz legend, Vernon Kay.
With the ambition to encourage a wider fan-fuelled conversation online, an interactive version of The O2 birthday gift box gameshow streamed on Facebook Live, bespoke birthday Snapchat filters and ads, alongside social games and competitions, helped to bring each and every fan closer to the action.
An interactive version of The O2 birthday gift box gameshow streamed on Facebook Live, bespoke birthday Snapchat filters and ads, alongside social games and competitions