Priority New Years Eve Competition

Priority, and O2 blueroom are all about giving amazing experiences exclusively to O2 customers. 

We wanted to develop a competition entry mechanic that would engage this O2 audience and give them an out-of-the ordinary experience. We proposed using an image-recognition system to 'virtually' hide NYE tickets in the real world – using the existing Priority adverts as the portal to the events. 

By taking a picture of a Priority advert and sending it to our shortcode as an MMS, or via an iPhone application, O2 customers could find out whether the advert hid a ticket to The O2. The result was revealed with a return image sent to the user showing their original photo, but now with fireworks exploding (if they won) or an Christmas scene (if they lost) revealed through the door on the Priority advert. 

The site gave video instructions on how to enter, a map showing where all the Priority adverts were and allowed users to redeem their winning images for tickets to Elton John, Hed Kandi and 2manyDJ’s. 

This was a first in advertising, using image recognition and on-the-spot processing technology to hide tickets 'virtually' in the real world. The buzz caused online was phenomenal, and we had over 4000 entries in two weeks. 

We also generated over 50k’s worth of free media as a result of press coverage and shared content on music and technology websites.