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O2 Puts Fans In The Spotlight For The O2’s 10th Birthday



In a UK first, O2 will partner with Snap Inc. on in-venue activations at The O2 and create the first ever Snap Ad using footage shot on Snapchat Spectacles

O2 Puts Fans In The Spotlight For The O2’s 10th Birthday
This week, The O2 is celebrating its 10th birthday after a decade of presenting some of the world’s biggest acts and live events. Some of the biggest stars including alt-J, Celine Dion, Ed Sheeran and Jamiroquai* are playing a series of special shows at the venue to mark the occasion.
But to honour the landmark anniversary even further, O2 are transforming the venue into a giant birthday party like no other, to thank fans for their support over the past 10 years. 
Every show night, fans will be welcomed by a vibrant and colourful marching band playing renditions of the top tracks from the artists performing. They’ll then have the chance to immortalise their name at The O2 by having it displayed in lights, on a giant screen in Peninsula Square outside the entrance. Heading inside, fans will walk the ‘blue carpet’ complete with branded step and repeat boards for their very own moment in the spotlight.
And the star treatment won’t stop there. Following a star walkway fans will discover The O2 Birthday gift box – a giant 6m x 6m installation - where they’ll have the opportunity to take part in a live-steamed game show, hosted by Vernon Kay and win VIP passes to the best shows of the year.
During the game show, lucky contestants will be invited to press the buzzer inside the gift box to reveal a mystery prize. They will then have their knowledge of The O2 put the test as part of a trivia round designed to supercharge their prize. For those unable to take part in person, the show will be simultaneously live streamed via Facebook Live with viewers interacting by deciding their prize using Facebook reactions, before submitting answers to the trivia round for their chance to win.
On non-show days visitors to The O2 will be able to try their luck at winning one of thousands of other great prizes in the gift box, with O2 customers able to take part 48 minutes early.
O2 will also be partnering with Snap Inc to take The O2’s 10th Birthday celebrations even further, in a UK brand first. A Spectacles Snapbot will land at the venue on a mystery show day, and O2 will equip fans with Snapchat Spectacles to provide footage that will be used in the first ever user generated Snap Ad. The bespoke Snap Ad will feature exclusive content from the arena as well as backstage, giving viewers a never before seen look at the world’s most successful music and entertainment venue. The unique collaboration will also include artist Geofilters on show days and a nationwide Geofilter on Thursday 22 June - encouraging people to share their favourite memories of The O2.
The campaign will also feature collaborations with leading influencers to extend the birthday celebrations to their audiences, offering them the chance to win birthday gifts and other money can’t buy experiences.
O2 customers at the venue will receive geo-targeted pre and post show SMS and MMS as well as personalised wifi triggered messages offering them exclusive discounts and upgrades. O2 customers will also receive Priority queue and lounge access via the Priority app.
Ian Cafferky, Director of Brand and Marcomms at O2 said: "We're putting on a birthday bash like no other to thank our customers and fans for 10 years of unforgettable live experiences at the world’s most successful music and entertainment venue. The celebrations are a testament to the special relationship that O2 has had with The O2 since 2007 and they've been able to book some of the best talent around to help us mark the occasion. Through a combination of best in class experiential activations and unique, digital firsts, we're making sure that everyone who comes along are the stars of the show."
Jules Arnott, Marketing Director at The O2 said: “We are really excited to be celebrating The O2’s birthday by saying a huge ‘Thank you’ to fans for the 10 amazing years we’ve shared together. O2 have been an instrumental, and inspirational partner for us from the very start. The scale of the celebrations they’ve built around our birthday shows is testament to that. From life size cakes, presents for the fans and spectacular onsite activations, they’re truly marking The O2’s decade of success in style.”
To enter The O2’s 10th Birthday competition:
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