O2’s Ed Sheeran Priority Concert Social Promotion a Smash Hit!
O2 Priority is hugely loved for its incredible pre-order ticket sales for the biggest shows in town. At the start of the year, it was Lady Gaga’s ARTPOP ball extravaganzas. Now, it’s Ed Sheeran’s history-making show at Wembley Stadium next summer, where he’ll be the first male solo artist to play the world-famous venue on his own — with no band at all.
O2 knew they already had something super-exciting on their hands and their marketing campaign centred around a beautiful TV / YouTube video showing Ed’s incredible journey to success.
But they also knew that Ed’s fans – the Sheerios – are among the most passionate, dedicated fans in the world. And they wanted to do something just for them
That’s where Buyapowa came in.
‘Fan to Fan’ Social Promotion
We have already had huge sucess with social selling and engagement campaigns for the likes of Tesco, NBCUniversal and Paddy Power. By helping brands take core fans or early-stage consumers and motivate them to become advocates and peer-to-peer marketers, share products and events with their networks this can dramatically magnify the impact of a campaign.
For example, our recent campaign for The Who drove 50 times more pre-orders of their new DVD than even Amazon managed to sell. Another recent campaign for Debenhams saw customers introducing not just one or two friends, but up to 60 friends each – an incredible referral rate, and one which fundamentally changes the way both Debenhams and many other brands now think about CPA.
O2 wanted to capture some of that magic, so they looked to the Buyapowa platform to run a giveaway where fans can compete to earn a VIP ‘meet and greet’ with their hero at Wembley. Most excitingly, though, the campaign makes the very most of the phenomenal network of Sheerios, and their remarkable levels of activity in social media.
How it worked – Gamification and the Leaderboard
Quite simply, fans sign up at www.edsheeran.co-buying.com, then share with their friends to secure their place on a leaderboard. As they do so, Twitter and Facebook are flooded with the hashtag #EdWembley and the wonderful promo video, which is pulled through from YouTube. It’s no surprise that the campaign trended on Twitter and continued to build up moment throughout.
The more friends any fan get to come along themselves and take part, the higher they rise up the leaderboard. At the end of the campaign – which ends tomorrow, Tuesday 25th November – the fan who’s brought in the most friends gets that coveted meeting with Ed, while other top referrers get signed merchandise.
After six days the campaign, the results have been phenomenal. Nearly 18,000 people have already taken part, a remarkable 90% of whom have been referred in by another fan. Overall, 60% of all participants have shared the campaign with their social networks, reaching up to 5m people on Twitter alone. The current leaderboard heroes have referred almost four and five thousand friends apiece.
Gideon Lask, our CEO commented: “We knew that Ed’s fans were second to none, but we’ve been blown away by the response to this campaign. It absolutely proves what we’ve known for some time – your existing fans and customers are the greatest tool any brand has, but you have to give them reasons to share. They won’t just do it on their own. Give them the right message, the right offer, at the right time, and you hit a viral tipping point where impossible targets get smashed time and time again.”
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