The brief
Raise awareness of O2's music credentials

The solution
We gave O2 customers the chance to put 1,500 of their friend's names down on the VIP guest list for a one-off party headlined by Moby at indigO2. Entrants set up their list on our microsite, and using their social networking skills, invited as many friends as possible to join it via MMS, or by uploading an image of themselves online.

The results
A huge buzz was created around the event as Moby fans seeded their own party URLs across numerous sites. Facebook performed particularly well, driving 36% of traffic to the site.

The Campaign