Brief Build upon O2’s sponsorship of the England Rugby team by offering fans new ways of getting closer to the team. Solution O2 already offer its customers a great experience at Twickenham on England Match days. Through ‘Priority’ you can get tickets before anyone else as well as a free pie and a pint at the game. But for thousands of fans across the country the big match experience is generally enjoyed at home or at the pub. We wanted to create an experience that brought a bit of the Twickenham atmosphere to the fans – and so the O2 Matchday app was born – a dual screen app that gives fans outside of the stadium exclusive real time content to help fuel conversations around the game. The key feature of the app is Ref!Link, a direct audio feed to the referee in charge. Through this feed not only do you get to hear every call made direct from the ref, but also pick up the on-pitch atmosphere, each and every bone crunching tackle as well as the decisions questioned by the captains. We coupled Ref!Link with a digital Matchday programme which we made available before the game and reported on the history of the fixture, gave historic head to head stats, a bio of the ref in charge and a key player to watch from each side. During the game we partnered with Optasports to give fans live-in-game stats from the opposing teams, a live score with a breakdown of who took the points as well as a live twitter commentary from our ‘Man at the Match’ - a real journalist who gave opinion and punditry from the touchline - adding a unique perspective to the game. Fans were able to join the conversation in app by using the hashtag #O2Matchday. The app achieved over 41000 downloads during the RBS 6 Nations and was the number 1 free Sports App in the iTunes Store.

The right music makes any journey better. This is why Gatwick Express created Express Tracks. Three unique 30 minute tracks by three different artists, each scored to the view from London Victoria to Gatwick on the Gatwick Express. Dub-step producer Benga, Oscar nominated composer Philip Sheppard and indie band The Milk created the tracks. Customers buy a ticket online, download one of the three tracks to their ipod or phone and when the train leaves the station – hit play and an otherwise conventional train journey turns into a unique experience with Express Tracks providing the soundtrack to their journey.

In July 2011 O2 launched Priority Moments - a location based mobile service giving O2 customers exclusive offers and experiences on the high street from some of the UK’s best loved brands – from meals, books and fashion accessories - all at the touch of a button. Our job was to spread the word the week before the advertising broke. Our solution was to give our Facebook fans the chance to win a Samsung smartphone with the Priority Moments App pre-installed. To win it they had to encourage the community to tweet the hashtag #O2Priority moments. The more tweets that were sent the more we revealed the phone number of one of the smart phones. Once the whole phone number was revealed all they had to do was to Ring it, to Win it. The first to call the phone number took the smartphone. - The first day saw 1000 tweets sent generating over 3 million impressions - By the third day we topped 3265 tweets in one day - By the 5th day we were trending in cities nationwide with over 10,000 tweets sent with the hashtag #O2PriorityMoments.

The 'Why Do' project aimed to tackle the widening generation gap through the innovative use of technology. A live online question and answer service enabled adults to gain a better understanding of young people, by asking volunteer under-25s questions about their attitudes and behaviour. We provided a forum that was safe, inviting and easy to use for both parties. Meanwhile an interactive video adventure, 'What's your street age?', put users in the shoes of a young person to see how they fared. This was hosted on Facebook. As well as raising awareness of some of the issues and challenges faced by typical young people, the video adventure boosted traffic to the Why Do site hub and increased word-of-mouth around the campaign. Results During the campaign 170,000 people calculated their Street Age on Facebook, while O2's Facebook Likes went up by a massive 68%. 85,000 people visited the Why Do hub and asked the volunteer young people 2,500 questions. And this without any above-the-line media presence. 'Why Do' provided a concrete demonstration of O2's 'We're better, connected' philosophy and its 'Think Big' programme of community and pro-social action. But it also showed the power of social media to generate useful and interesting content. As well as a safe and helpful way of connecting different generations, it became a fascinating record of the concerns and attitudes of modern Britain.