CASE STUDY: O2 Priority Ticketing & Venue Integration

Provided by Live Nation Ltd
O2 and Live Nation created an innovative partnership that aligns the brand with the best live music experiences in the UK.

What was the Challenge / Background of the Campaign?

O2 is the commercial brand of Telefónica UK Limited and is a leading digital communications company with the highest customer satisfaction for any mobile provider. With over 23 million customers, O2 runs 2G, 3G and 4G networks across the UK. In order to stand out in the highly competitive market, O2 partnered with Live Nation to develop a business changing marketing platform levering the universal passion point of live music.

What was the Campaign Objective?

To strengthen brand awareness and drive growth, O2 partnered with Live Nation to develop a high impact programme designed to make the brand synonymous with live music in the UK through a priority ticketing and venue integration platform.

What was the Solution?

To achieve this Live Nation provided O2 with; O2 Academies - name in title partner of Academy venues (16 venues across 14 cities), 48 hour ticket pre-sale for O2 customers across Live Nation and O2 Academy venue shows, O2 customer benefits in-venue including priority queues and access to VIP rooms, O2 customer offers through the Priority App including free cloakroom and two-for-one drinks.

What were the Results?

Champion brand for ticket presale mechanic in the UK - O2 Priority is the country's most successful digital loyalty initiative. Over 1.5 million tickets sold via the partnership to date. High levels of customer retention; more than half of O2 customers attending O2 Academy venue gigs are more likely to remain an O2 customers.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsOver 1.5 million tickets sold via the partnership to date
16 - 24
25 - 34
All adults
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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