The O2

O2 — “The O2” Integrated Music Sponsorship Campaign

Client: O2 | Agency: pd3 | Role: Senior Creative (2012–2013)**

Services: Integrated Marketing · Social Media · Digital · Experiential · Content Production · Media & Artist Partnerships

At pd3, I contributed creative and copy for O2’s multimillion-pound music sponsorship of the world’s leading entertainment venue, The O2 — developing integrated campaigns that redefined how O2 connected with live music fans.

Our goal was to move beyond logo placement and turn O2’s sponsorship into a living brand experience. We created fan-first activations across digital, social, and on-site touchpoints — from backstage access and exclusive competitions to artist partnerships and experiential events — positioning O2 as the UK’s number one music brand.

Key to sustaining engagement was video content: over 15 exclusive films, including backstage interviews and fan-generated moments, which fuelled the launch of The O2’s YouTube, Google+, and Instagram channels. In just six months, these channels reached 4M+ views and built new, engaged communities across platforms.

We also secured strategic media partnerships with Bauer Media, Google, and MTV to extend reach and visibility, and brokered artist collaborations that gave fans unforgettable, close-up experiences with their favourite acts.

A high-energy, high-impact project that transformed O2’s sponsorship from passive placement to powerful brand ownership of live music culture.