www.o2.co.uk
To promote O2's Favourite Place tariff to students, the digital communications strategy was to engage and entertain, rather than force product messages. By tapping into existing behaviour on Facebook, 'The battle for the UK's favourite university' group was born. The uni with the most interaction (comments, photos, videos) was rewarded with a massive end of term party.
This was not a brand talking AT consumers, as the students took charge of the group.
It proved a huge success:
- Through a viral manner, over 109,000 students joined in just 8 weeks
- Over 130,000 discussion posts, 89,200 wall posts, and 56,300 photos were uploaded
- It was the first ever brand sponsored group on Facebook in the UK
- It was the fastest growing group on Facebook
- Still the largest sponsored group in the UK (and 4th in the world, the top 3 being US based - far bigger population)