O2 Media will be opening up the hugely successful O2 Top-up Surprises reward scheme to allow UK brands to reach O2’s 10million Pay & Go customers. Recently ranked by Hitwise as the most visited competition website in the UK*, Top-up Surprises is one of the most popular reward schemes in the mobile industry.

Launched in November 2008, Top-up Surprises rewards Pay & Go customers on O2 every time they top up. Surprises range from extra texts, picture messages and minutes through to prizes such as holidays, TVs and mobile phones. Rather than traditional ‘push’ direct response campaigns, Top-up Surprises gives advertisers access to a channel through which consumers are already actively engaged and proactively visiting.

Blockbuster has been one of the first brands to take advantage of this opportunity with a campaign designed to drive cost effective customer acquisitions. O2 customers visiting Top-up Surprises to claim their reward were offered a 30 day free trial of Blockbuster’s unlimited rental service, a £10 voucher to spend in a Blockbuster store or online and £1 off the monthly fee if they chose to take up the unlimited rental service. 52% of customers chose to take up the Blockbuster offer and of these 11% have already redeemed the offer voucher.

‘This has been one of our most successful acquisition campaigns to date,’ said Gerry Butler, Senior Vice President Europe, Blockbuster. ‘We’ve been delighted by the response rates which exceeded our expectations and look forward to continue to work with O2 Media to deliver campaigns through this highly effective channel.’

‘Mobile operators are now increasingly seeing the opportunity of working closer with brands,’ said Shaun Gregory, Managing Director of O2 Media. ‘O2 Media was created to provide a truly personalised media business and innovative solutions that really cut through an increasingly crowded market. These new channels offer a unique way to reach an engaged audience with true relevancy, all backed up by one of the most powerful brands in the UK.’

O2 Media has also boosted its sales team with four new hires. Joanna Matlub joins from Yahoo!, Rachel Price from 4th Screen, Thien Y Nguyen from Microsoft and Gregor Smith from Orange. These are the first of a number of planned hires as O2 Media grows its in-house sales team.


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