The Dog & Bone pop-up has been created by agency Blue Chip. It aims to provide a sociable environment where O2 can engage with freshers, who are heading to retail outlets to make the most of their new financial independence.
Visitors to the activation, which will appear at student ‘lock-in’ events’, will receive small samples of Thatchers Cider or ShinDigger pale ale. They will also be able to enjoy music and play an interactive lock and key game, which gives them a chance to win travel-themed tech prizes.
A large-scale feature wall forms a selfie and social media competition. O2 will also take the opportunity to communicate its latest student offers, while those signing up to a Refresh contract will receive a discount and a free railcard.
More than 35,000 students are expected to attend the student lock-in nights, and more are set to visit the Dog & Bone throughout the day. The pub will travel to Manchester Arndale on 29 September, Intu Metrocentre in Newcastle on 30 September and Intu Victoria Centre Nottingham on 6 October.
Linda Issa, account director at Blue Chip, said: "The brief was to target a more affluent, higher-flying student demographic. Our research showed that Russell Group Universities attract a majority of students within this segment, hence our choice of locations near these establishments.
"This is also why we brought in ShinDigger as our craft ale partner, to fit perfectly with our target demographic."
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