O2 — “Beyond the Arena” Digital & Social Campaign
Client: O2 | Agency: pd3 | Role: Senior Creative
Services: Social Media, Digital Strategy, Content Production, Artist Partnerships
As lead agency for O2’s sponsorship of The O2 Arena, our goal was to extend the brand experience beyond the live show — engaging fans before, during, and after their visit.
I helped develop and execute a digital and social strategy that transformed The O2’s online presence into a living fan community. We launched The O2’s YouTube, Google+ and Instagram channels, produced exclusive artist and fan-generated content, and brokered partnerships with major artists to give fans behind-the-scenes access.
Highlights included the first-ever Google+ Hangout with Ne-Yo and 10 fans, plus a steady stream of backstage interviews and social competitions that kept momentum alive long after each concert.
Results (first 6 months):
4M+ YouTube views and 2K subscribers
200K new Facebook followers
100K Google+ followers
3K new Instagram followers
20 exclusive artist videos + 5 fan-generated pieces
15+ artist partnerships secured
The campaign cemented O2 as the UK’s number one music brand, setting a new benchmark for digital fan engagement in live entertainment.