O2 and JLS are joining forces for JLS’ upcoming UK tour which includes two shows at The O2 on 23rd and 24th March 2012. The tie-up will see a significant through-the-line campaign to promote the tour and let O2 customers know they can get priority tickets to the shows. The campaign will incorporate TV advertising, digital and media partnerships.
Following the success of their 3D concert film JLS: Eyes Wide Open, the band have filmed a special 3D version of O2’s ‘The Walk’ ad which has previously followed artists from Gorillaz and Foo Fighters to Jon Bon Jovi on their walk to the stage. The 3D ad will air on cinema screens across the UK from 2nd ‘ 9th September. A 2D version of the ad will air on national television in a 60 second slot on ITV’s X Factor on Saturday 3rd September.
The campaign also includes a specially created JLS Twitter chase which will take place in tour cities from 2nd ‘ 5th September. The chase will allow fans to follow clues sent via Twitter to help them track down prizes with one lucky fan in each city winning a meet and greet with the band.
Other aspects of the campaign include radio promotions with Global and Bauer which include song tagging and scripts voiced by JLS. Digital marketing activities will see home page takeovers of YouTube and MSN.
Sally Cowdry, Marketing and Consumer Director, O2, said ‘This latest O2 campaign continues our tradition of finding new and innovative ways of working with top artists to highlight the benefits of Priority Tickets to our customers. It also shows the breadth of music that our Priority Tickets provide access to.
The JLS tour begins at Liverpool’s Echo Arena on Thursday 15th March before hitting the rest of UK including Manchester. Belfast, Glasgow, Cardiff and two shows at The O2 on 23rd and 24th March.
O2 customers can get tickets 48 hours before general release from 9am Wednesday 7 September 2011 by texting JLS to 2020 or visiting o2priority.co.uk/JLS. Tickets go on sale to general public from 9am on Friday, 9th September.
The campaign was developed by VCCP, Drum and pd3 with media buying by Zenith Optimedia, and below the line communications by AIS.
JLS Tour Dates
Thursday March 15th, Liverpool Echo Arena
Friday March 16th, Birmingham LG Arena
Monday March 19th, Cardiff Motorpoint Arena
Tuesday March 20th, Cardiff Motorpoint Arena
Friday March 23rd, London O2 Arena
Saturday March 24th, London O2 Arena
Tuesday March 27th, Nottingham Capital FM Arena
Wednesday March 28th, Sheffield Motorpoint Arena
Friday March 30th, Manchester Evening News Arena
Sunday April 1st, Newcastle Metro Radio Arena
Tuesday April 3rd, Aberdeen AE&CC
Wednesday April 4th, Glasgow SECC
Saturday 7th April, Belfast