O2 today announces it is putting Priority, the UK’s largest digital loyalty program, in the hands of the public by letting Twitter users decide which offers should appear in the O2 Priority app. The innovative campaign will run during the ad breaks of hit E4 shows Made in Chelsea and Made in Chelsea: New York as well as new drama series Glue. Made in Chelsea is one of the UK’s most discussed shows on Twitter, regularly achieving more than 100,000 tweets per episode.
21 offers, voted for by Twitter
Over the next 21 weeks, starting on Sunday 10 August, Twitter users will decide which ASOS or Cineworld offers will appear in the app by voting using hashtags revealed during each TV show’s ad breaks. The votes will run for six weeks during Made in Chelsea: New York, three weeks during Glue and the remaining 12 weeks during Made in Chelsea.
A brand new offer will be put to the public vote each week, alternating between ASOS and Cineworld. The most popular offer each week – based on the number of tweets for its unique hashtag – will appear in the app shortly after the vote has finished. Potential offers up for grabs include free clothes and shipping from ASOS and free cinema tickets or food from Cineworld.
“O2 Priority has saved our customers over £40m since it launched and we know that fashion and film are two of our customers’ biggest passions. We’re excited that this truly innovative, digital campaign will give them a chance to choose exactly what offers they would like each week, via their mobile or tablet,” said Nina Bibby, Marketing and Consumer Director at O2. “We’re delighted to be partnering with prestigious brands like ASOS, Cineworld and E4 to bring this exciting new campaign to life.”
Each vote will be announced during the first ad break in that week’s show in an advert featuring up-and-coming comedian and one of the stars of Plebs, Tom Davis. Tweeting will be further encouraged during the second ad break, with the winner being announced after the show finishes. A heavyweight media campaign focusing on digital out of home ads will begin the following day to further promote the winning offer.
Peter Clark, Agency Principal, Channel 4 said: “We’re delighted to be partnering with O2 for this innovative and interactive campaign. E4’s devoted and socially engaged audience is perfect for the instant response that is so key to this campaign and we are excited to be able to facilitate this real-time conversation over the course of the next 5 months.”
“The E4 programming and O2’s Priority proposition is perfect for our ASOS audience. It’s also great to be able to add a layer of gamification to traditional broadcast prime time viewing,” says Eve Williams, Brand Director at ASOS. “The partnership gives both brands the chance to offer relevant and compelling ASOS treats to our customers. We are very excited to be working with O2 on such a unique venture and a first for our customers.”
Gemma Shepherdson, Head of Marketing at Cineworld says: ”Cineworld is thrilled to partner with O2 and Channel 4 on this new Priority initiative. We’re looking forward to seeing which Cineworld offers the public votes for on Twitter and welcoming winners into our cinemas across the country.”
O2 Priority, available as a free download, hosts thousands of deals from a huge range of high street and online retailers and is updated daily with new deals, discounts and competitions. As the UK’s largest digital loyalty program with over seven million downloads, O2 Priority has saved customers more than £40m since it first launched. For more information, visit www.o2priority.co.uk.