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Coldplay star in new O2 Walk Advert ahead of UK Stadium tour.
O2 and Coldplay are teaming up ahead of the band’s 2012 stadium tour, with a major campaign promoting Priority Tickets for O2 customers. The campaign will run from 11 November and will incorporate TV, Radio, Print and Digital media partnerships, ahead of tickets going on sale for O2 customers on 16 November 2011.
The campaign is led by a new version of O2’s ‘The Walk’ advert, following Coldplay on their journey from the dressing room to the stage. The advert will feature in a full 60 second slot during ITV’s The X Factor on Saturday 12 November. The advert will be the most recent version of ‘The Walk’ which has previously followed a number of artists on their walk to the stage including Gorillaz, Foo Fighters, Jon Bon Jovi and JLS.
The campaign also features a two day homepage takeover of NME.com. It will also be supported by radio promotions on XFM and Capital and placements in The Sun and the Metro. Other search and online activity includes promoted YouTube videos and range of communications to O2 customers.
Sally Cowdry, Marketing and Consumer Director, O2, said ‘This campaign shows our continued commitment to bringing access to the very best acts for our customers. We’re passionate about finding new and innovative ways of working with top artists, and bringing to life the benefits of Priority Tickets for our customers.’
Kicking off in May 2012, Coldplay’s stadium tour features two nights at London’s Emirates Stadium with 3 other shows in Manchester, Sunderland and Coventry.
O2 customers can get tickets to see Coldplay on their stadium tour 48 hours before general release from 9am Wednesday 16 November. To register text COLDPLAY to 2020 or visiting o2priority.co.uk/coldplay. Tickets go on sale to general public from 9am on Friday 18 November.
The campaign was developed by VCCP, Drum with media buying by Zenith Optimedia.