The Backstage Fan Looking Glass – a dynamic, inventive window into an artist’s hidden world.

We wanted to create an eye-catching but unobtrusive activation that would give artists a fun way to engage with their fans. The functionality was kept simple, allowing them to quickly produce exclusive content and add their signature on top of the image. All images were sent straight from backstage to front of house for fans to see.

This created a simple, fluid way for artists to send out incredible moments and messages to fans in a whole new way. These messages were shared on The O2’s Twitter as well as being broadcast to over 200 screens around the venue.

Fans were welcomed into a space that was previously kept secret and mysterious – making them feel closer to the artists they love.

The Backstage Fan Looking Glass is a simple yet powerful concept. Artists stand in front of the unit, see themselves on the screen, add creative ‘painting’ to their photo and simply press ‘send’. The artist created image is shared across venue screens and social.

The O2 worked closely with promoters and arena operations to ensure it provided the ultimate blank canvas to let the artists do the talking, and they loved it!

One Direction have been the biggest fans of the Backstage Fan Looking Glass - their fans retweeted this content over 30,000 times in minutes!

O2 rolled out the technology across other major events at The O2 and other O2 venues.

Social teams at The O2 and O2 made sure that artist snaps were shared on social media and tagged with the performer and the event hashtag to bring the feeds to millions of excited fans.

The world’s first Backstage Fan Looking Glass at The O2 was an immediate hit. Artists loved sharing their magic moment and, even more importantly, the fans embraced this sneak peek into the show and shared massively.

The success

- 100 artists have created content (and still going!)

- The O2 Twitter Mirror posts have been seen by over 96 million people, retweeted over 50,000 times and liked over 80,000 times.

- Jimmy Page did his first ever ‘selfie’ at The BRITs

The most successful use remains the launch with One Direction at The O2: Retweeted 30K times. Liked 42K times. Over 1.3 million fans reached.

The Backstage Twitter Mirror has proven so successful that O2 has started rolling out the concept to multiple O2 Academy venues across the country supported by their creative partner.