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You heard it here first

The challenge

O2 wanted to support their latest ATL campaign - ‘Breathe It All In’ - across all available touchpoints, creating as much of a connection between the real world and the online as possible. They also wanted to promote all the stars appearing at their O2 venues across the UK in a way that felt personalised. So how could we help identify a user’s music preferences and tell them where their favourite artists might be performing live?

The solution

We combined Spotify’s first-party data and O2 data to create a world first: a Discover tool that worked live to recommend relevant local gigs to users. We combined the user’s location with their listening habits to produce a list of upcoming gigs we knew they’d love. At the same time, we served them a new personalised playlist that helped get them in the mood. Finally, we also integrated the Ticketmaster API (another world-first on the Spotify platform) so that users could actually purchase event tickets quickly and easily.

The results

The campaign attracted a huge amount of press attention, from The Drum to Campaign, and its innovation was even awarded at the 2019 Media Week Awards.




Related work

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