O2

Fill the Indigo

Challenge

There were a number of key objectives for the campaign:

• To raise awareness of O2’s music credentials
• Showcase the indigO2, O2’s smart new 2,350 capacity live venue
• Encourage music lovers to connect with each other and experience first-hand the benefits of mobile ticketing and picture messaging

Strategy

O2 customers had the chance to put 1,500 of their friends’ names down on the VIP guest list for a one-off party headlined by Moby at indigO2. Entrants set up their list on our microsite, and using their social networking skills, invited as many friends as possible to join it via MMS, or by uploading an image of themselves online.

Email’s were sent directly to the O2 customer base. We also seeded the competition on clubbing and music sites.

Results

• A huge buzz was created around the event as Moby fans seeded their own party URLs across numerous sites. These included Facebook, Bebo, StumbleUpon, tech blogs, university homepages (Warwick, Imperial, Birmingham) and music sites.
• Facebook performed particularly well, driving 36% of traffic to the site with a combination of advertising, groups set up by party organizers, and messages sent by party organizers.
• IAB creative showcase August win.