To generate genuine conversations surrounding music, O2 needed to deliver beyond badging. Using artist relationships formed through the sponsorship, O2 activate artist-specific activities to push Priority ticketing and registration. The sponsorship is integrated into all communication channels. Using the venues and Facebook, we have delivered engagement for fans and bands to build communities.In venue we have activated over 200 bespoke artist brand experiences ranging from the ‘Fix up Look Sharp Barber Shop’ for Dizzee Rascal to creating prison-style fan photographs, relating back to Plan B’s concept album.

260,000 Facebook fans (a 700% increase from 2009) with 80% being active users, contributing each week.Over 133,200 people through priority access entry at the venue.Worked with over 72 artists across 15 venues including Groove Armada and Tinie Tempah.67% of O2 customers who have visited an O2 Academy agree that it makes them more likely to stay an O2 customer.