Branded entertainment in the UK, to our knowledge, is subject solely to the restrictions relevant to the category (ie alcoholic beverages) or channel (ie television broadcast) that are already in place. We adhered to all standards in all executions, clearly specifying that content was coming from O2. Our celebrity and influencer films similarly were positioned as coming from the brand.

#O2POSSESSED came to life through digital channels, with terrifying films, a variety of social content and competitions, and product demos driven to by mobile, email, and social media. Our live experience used a broad range of O2-sold smart devices, including Bluetooth speakers, smart lighting, and wearable devices, in unexpected ways to create each scare. Viewers at home could also get involved on Facebook and Twitter through competitions held via our live stream. Our imaginative live event and integrated digital approach resulted in a campaign both about and powered by smart tech.

Across the board, our campaign achieved impressive results. Over 49,000 people applied to visit the house with the O2 Priority. Our videos have over 3 million views (and counting), with the wrap video receiving 20,000 unique views in just three days. On Facebook, our wrap video received 10 times the average engagement on O2’s Facebook posts. During the campaign, #O2Possessed became a UK trending topic without media support and over 45 million people have seen the campaign on Twitter.