O2 today announce that they are opening up access to their exclusive NYE:Rewired event at The O2 this New Year’s Eve, by live streaming it on YouTube. The event will also be supported by a major through the line advertising campaign.
The NYE event will be streamed live to a dedicated O2 and NYE:Rewired branded YouTube Channel at www.youtube.com/theo2nye. The live stream will also be available on YouTube’s homepage, in the masthead area. This is the first time in the UK that a live musical act has been streamed to the YouTube homepage masthead.
The complete performance will remain available for 48 hours after the event and then for a following two weeks as individual, on demand tracks giving a great opportunity for those at the gig to relive the experience afterwards, and for those that missed out to catch up on what is guaranteed to be a fantastic night.
Sally Cowdry, Marketing and Consumer Director, O2, said, ‘2012 is going to be a big year for the UK and what better way to kick start the celebrations than with a huge NYE party with the UK’s biggest rock band at the UK’s best venue. We’ve worked with Kasabian to create this event for gig goers in the UK and now we’re opening up that party to a much bigger audience with YouTube.
We are continually looking at new ways of delivering incredible music experiences for our customers and this event marks the first step of what will be an exciting year for O2 and live music.’
Dara Nasr, YouTube’s Industry Head of Display in the UK, said, ‘2011 has been a big year for live streaming at YouTube and what better way than to end the year with the Kasabian concert live from The O2. Marking the first time in the UK that a musical act has been live streamed to the homepage masthead, this will enable many more fans around the world to join in.’
Guitarist Sergio Pizzorno of Kasabain said, ‘It’s great that anyone who can’t make it down to the O2 on New Year’s Eve can still join in from the comfort of their own homes. We’re pretty excited about the whole thing.”
The supporting campaign to promote the event is led by a new version of O2’s ‘The Walk’ advert, following Kasabian on their journey from the dressing room to the stage. The advert was shot by award winning director pairing Luke White and Remi Weekes, also known as ‘Tell No One’. The pair recently featured in the legendary Saatchi & Saatchi New Directors’ Showcase ‘ Cannes.
The advert featured in a full 60 second slot during ITV’s The X Factor on Saturday 10 December. It is the most recent version of ‘The Walk’ which has previously followed a number of artists on their walk to the stage including Coldplay, Foo Fighters, Jon Bon Jovi and JLS.
The campaign also features a homepage takeover of MSN.com and YouTube in the days leading up to the event, along with a range of digital display advertising. It will also be supported by a number of radio promotions on XFM and Capital a variety of communications to O2 customers.
The campaign creative was developed by VCCP with media buying by Zenith Optimedia.
The event will feature performances from Chase & Status Live and Zane Lowe, with Kasabian seeing in the New Year. The stream will be available from 11pm at www.youtube.com/theo2nye
For information on remaining tickets go to www.theo2.co.uk or www.livenation.co.uk. For more information on Live Nation events go to www.livenation.co.uk