www.o2.co.uk
We created a sponsored Facebook group called "The Battle for the UK's Favourite University".
The O2 group became the first and largest sponsored group on Facebook in the UK.
Objectives:
- Launch a new tariff called O2 Favourite Place (gives O2 Pay&Go customers free calls and texts from a location of their choice).
- Encourage consumer engagement with O2.
- Deliver Pay&Go SIM orders.
We identified students as an ideal audience for a viral / interactive campaign.
Students are very passionate about their location (their university). This is played out on the sports fields, in pubs, through the purchase of University scarves!!
Increasingly students were showing this passion online via University groups on Facebook. We hit upon the idea of turning this existing behaviour into a viral campaign for O2.
We created an O2 group called "The Battle for the UK's Favourite University". Each University was awarded points when students joined the O2 group, points for adding posts and points for adding photos to the group.
The winning University (the one with most student members) won a big party worth £50,000.
Over 110,000 members joined the the Facebook group. This exceeded expectations as we suggested a target of 10,000 members.
The viral nature of the campaign blew us away:
- Over 130,000 discussion posts
- 90,000 wall posts and
- 56,000 photos uploaded
Also, students sent us messages to thank us for running a campaign as they said they knew more students after the campaign.
Facebook hold up "O2 Battle" as best practise in developing viral campaigns using their site.
4,000 Pay&Go SIMs were ordered from the Facebook page.
A response rate of 3.6%
Average response rate for an online Pay&Go SIM campaign is 0.1%.