O2 & Sony – The Vaccines Live (London)

As Senior Account Manager/ Producer at pd3 agency, I managed O2’s music sponsorship of The O2 arena. To celebrate The Vaccines’ first arena show at The O2, I directed my team to approach their label – Sony Music and establish a content partnership to film and secure exclusive rights to the live footage from their show. This content would then be exclusively launched on The O2’s YouTube channel with a supporting digital and social media campaign to raise awareness.

Sony Music worked with us to provide exclusive rights to film three live tracks and an unreleased album track which could then be published on The O2’s YouTube channel. I worked closely with O2’s media partners to secure a campaign of national media coverage to promote the content, including in The Sun newspaper. The band further supported the content’s promotion by sharing it on their social media channels. We also filmed a backstage interview with the band and secured give-aways for lucky fans at the show.

The Vaccines’ fans loved the content and it achieved strong engagement across social media and YouTube. O2 was extremely satisfied with this exclusive partnership and opportunity to give its fans unique content.

Results:

• 200k views in one week
• 10k social media engagements
• 500k unique impressions online.

Summary:

• Client: O2
• Role: Senior Account Manager/ Producer at pd3 agency
• Services: Social Media, Content Production, Live Entertainment.
• Year: 2010