O2 Launches Panto Photo Fun - An Integrated Campaign to Help Youth Charity
O2 has now unveiled an integrated marketing campaign aimed at encouraging its 9.2 million subscribers to raise funds for a youth charity as Christmas approaches.
Jess Plumbe of O2 Customer Conversations, confirmed the company has partnered with integrated agency Archibald Ingall Stretton to created a campaign that would effectively spread awareness of their youth charity through viral channels.
The campaign is also the brand's way of offering their customers a meaningful and well positioned festive season message. Creative Director at Archibald Ingall Stretton, Matt Morley-Brown, commented, "Everyone's tired, busy and winding down for Christmas, so the last thing they want clogging up their inboxes are dull and worthy Christmas greetings messages from brands. We've given O2 customers the complete opposite."
Titled the World's Fastest Panto, the integrated marketing drive will encourages people to upload photos to the campaign site which will assign them to traditional pantomime characters and then input the images into a 20-second cartoon which can be shared via email or Facebook.
O2 will market the campaign to their subscribers by sending them links to the dedicated campaign page via email, MMS and SMS. For every download, the company will donate 50p to youth charity Think Big.