Use Barclays' O2 sponsorship to raise awareness of Pingit. The solution was to carefully match the campaign to the right audience: tech-savvy, early adopters who are active socially. Justin Bieber’s run of sell-out dates at The O2 was perfect.
The Bieber audience ticked every box - but it was clear that sales messages would not connect on this occasion. With the audience in a happy, excited and open state of mind, the strategy was to add to their experience of the evening, forever connecting Pingit with memories of a great night out with friends – and boost downloads in the days following.
“Pingit with friends” was split across two areas in The O2: the main foyer where friends could use a GIF photobooth to create and share memories of the night, and the other on the upstairs concourse where they could spin to win prizes to share with friends. Social shares were amplified on the second night of four by running a ‘seat to suite’ competition. Fans who tweeted their GIF with #pingitwinit had a chance to win an upgrade to the Barclays box.
Working with multiple stakeholders on both the Barclays and (The O2 owners) AEG side, the campaign impacted on thousands of visitors at The O2.
The activation created over 20,000 impressions, with social media impressions up 1661% over the four days.