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#FollowTheRabbit

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O2 have been improving their marketing for a while now, especially with their connections to live events with the development of O2 Priority and their sponsorship with the England Rugby Team. So it came as no shock that their next interactive experiential campaign would be pretty impressive.

After announcing that they had renewed their sponsorship of the O2 Arena, they kicked off their new campaign on 2nd March and 'features experiential, as well as TV, digital out of home (DOOH) and mobile. The core of the campaign is the idea that people cherish live experiences, something that the brand would like to champion by encouraging its consumers to sieze the moment.'* 
'O2 has been testing out the #FollowTheRabbit campaign at the Brit Awards and the England v Italy rugby game at Twickenham stadium, encouraging guests to share photos of their live experiences across social platforms using the campaign's hashtag. Those who took part were in with a chance of winning tickets to gigs and events.'*
A post shared by O2 Sports (@o2sports) on
'To give the campaign a physical dimension, O2 placed several six foot tall rabbits at a secret locations on 3rd March, and will continue the activation throughout the month across the UK. Hints to the location of the rabbits will be revealed via the #FollowTheRabbit hashtag, and those able to find them and take a photo will be able to win experiences that 'money can't buy'. Those unable to meet the rabbits face-to-face can also enter to win tickets to gigs by interacting with them through social media.'*
'#FollowTheRabbit will maintain a strong presence across Facebook, Twitter and Instagram, encouraging people to get out and experience live events. Snapchat users will be able to experience O2’s first sponsored lens, giving them the chance to actually become the rabbit."* 

They have truly thought of all the different angles that are important when creating a campaign like this. They have considered multiple platforms as well as creating a fun, loveable, Alice in Wonderland inspired mascot, that will be easily recognised. I think it's great that they are also giving the campaign a treasure hunt vibe that gives consumers the challenge aspect but they are still making it accessible for those who might not be in the locations but want to get involved. 
I love the concept and I'm super excited to see where it goes.


*http://www.eventmagazine.co.uk/o2-announces-focus-live-experiences-new-campaign/brands/article/1425967?bulletin=event-news-bulletin

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