http://www.o2blueroom.co.uk/theO2/Indigo/Default.aspx?AspxAutoDetectCookieSupport=1
Although the site design is truly uninspiring, I thought the campaign idea was a really nice one; assuming the brief was to reinforce 02’s credibility of its brand positioning around music as part of a CRM strategy.
I really like the idea of having your own party at the 02, and giving the consumer the feeling of being the organiser (as I’ve often thought that this is the real kudos people want in relation to music events, not just free tickets).
Think of the social power of statements like: "My mate's in the band" or "I am friends with organiser"The additional functionality of creating a VIP list, and this in tern being used as the competition mechanic will ensure that people go out into social media (online or otherwise) and drum up supporters for their cause, thus spreading the message further that it pays to be with 02 if you like music.
I have to say, O2 have shown a real understanding about how to motivate consumers to do the leg work for them through finding touch points of real inspiration. Am sure you all remember the Facebook competition “battle for the UK’s favourite Uni” that had over 75,000 members and where they could win £50k towards their freshers ball, and where participants where encourage to vote for why their Uni as the best to win!
If not check it out here…
No comments:
Post a Comment