Role: Senior Creative
Services: Social Media, Digital, Content Production, Media & Artist Partnerships.
Year: 2012 – 2013
As lead agency for O2’s sponsorship of The O2 arena, we wanted to optimise the brand’s sponsorship by seeking to engage fans once they’ve attended shows at The O2.
We devised a digital and social strategy so O2 could continue engaging fans by establishing an online community. This involved launching The O2’s social platforms, creating content, managing an online community and establishing artist partnerships.
We negotiated exclusive artist backstage interviews, fan-generated content and social media competitions. We utilised O2’s media network to get our content further promoted on relevant media channels and through a partnership with Google.
Within 6 months, the campaign achieved over 4 million views on The O2’s YouTube Channel and we had created 20 exclusive content videos with fans and artists. The campaign ensured that O2 maximised its engagement with fans before, during and after shows at The O2. It also helped establish O2 as the number 1 music brand in the UK.
Launched The O2’s YouTube, Google+ and Instagram channels
Achieved 4 million views and 2k subscribers to The O2 YouTube channel in 6 months
Created 20 exclusive artist content videos and 5 fan-generated pieces of content
Achieved 200k new Facebook followers
Achieved 100k Google+ followers
Achieved 3k Instagram followers
Executed the first Google+hangout with Ne-Yo and 10 fans
Secured over 15 artist partnerships and exclusive access for fans