O2

Challenge:

O2 wanted to launch a new pay as you go tariff in April 2008, called ‘O2 Unlimited’ which would give customers unlimited minutes and texts to other O2 numbers. O2 wanted to promote this new tariff to its key target audience, students.

Insight:

Students are carefree and love having fun. To truly provide cut through for O2 to this market GEM embraced the care-free attitude of students and created a campaign that was all about having fun.

Idea:

A competition was launched via Facebook to give all university students in the UK the chance to win a fantastic day of Unlimited fun, gunk and mess on O2.The events were to recreate the "It's a Knockout" TV show – the name of the promotion became known as the“O2 Summer of fun”. The aim was to find four winning universities and each would win one of these events. The winning universities were to be selected on a point’s basis; points could be raised by the entire student body in two ways – firstly by individuals becoming fans of the FB page and secondly by a series of weekly challenges, all of which were announced and entered via Facebook. Brand ambassadors were employed from within the student body to promote the competition to all the groups, generating interest and hype.

The tasks
Task 1 - This involved getting as many students in one photograph as possible.
Task 2 - This was to take a photo with a random object. i.e. road sign then upload it onto Face book.
Challenge 3 - Tie yourself together with friends in anyway you liked and then take a photograph.
Challenge 4 - An Online quiz, where points were awarded for how many questions were right, and also the speed in which you answered them.

Results:

Over 1000 branded goody bags were distributed to participants at each event. From the launch of the first event until 2 weeks after the last event, over 100,000 people signed up to the online contest and 02 branded interactive challenges, over 8000 students attended and participated in the 4 events, and over 2600 students signing up to the ‘Unlimited’ tariff, worth an estimated £468,000 per year in contract revenue.