The campaign, which kicks of today (2 March), will feature 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.
To give the campaign a physical dimension, O2 will be placing several six foot tall rabbits at a secret location tomorrow (3 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.
O2 stores will also receive a makeover, featuring the O2 rabbit in a range of new window creative executions. The brand's priority customers will have access to tickets for live events across the country, including an exclusive partnership with Merlin Entertainment to give O2 customers and their families’ early access, discounts and offers to top UK attractions, such as Alton Towers and Legoland Windsor Resort, throughout March and April.
#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.
Ian Cafferky, director of brand and marketing communications at O2, said: "Life doesn’t come with catch up and through our new campaign we want to demonstrate how everyone with O2 can have unforgettable live experiences. Building on our ‘More for you’ platform, #FollowTheRabbit taps into the natural curiosity that we all have to seek out and do new things. Whether it’s watching comedy or sport at The O2, going to a gig at one of our 19 O2 Academy venues nationwide or getting access to exclusive tickets via Priority, O2 is uniquely placed to offer something for everyone. Follow the rabbit and experience the best night of the year."
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