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O2 Cupids to turn Twitter users’ messages into digital messages of love via YouTube


By The Drum Team, Editorial

February 9, 2012 | 2 min read

O2 had announced that it is launching a Valentine’s campaign, with Twitter users able to tweet a message of love for non-identical twin “O2 Cupids” to read out on YouTube, using the hashtag #o2cupid.

O2 customers will be the first to hear of the campaign as the brand will be delivering over five million customer emails containing details of the campaign, developed by social media agency Hope&Glory and CRM specialists LIDA.

Messages tweeted to @o2 will be picked up and recorded and users will receive their message in a personal video posted to the Cupid YouTube Channel.

O2 will also sending users’ messages to the objects of their desire directly, leaving recipients wondering who their ‘mystery admirer’ might be, with users able to stay a mystery by leaving of the ‘@’ in the Twitter handle of the person the message is to be sent to.

Messages need to sent before midday on Valentine’s Day for the campaign, which his being delivered in house with help from both agencies.

Alex Pearmain, head of social media at O2, said: “O2 is focusing on creating some ‘surprise and delight’ experiences for our customers and finding new and different ways to connect them – as well as with them as a brand.

“We wanted to find a way to do that for Valentine’s Day. Following the success of our O2 Santa campaign, when we created over 1,000 messages, we thought that having a personal message delivered to a loved one from the messenger of love himself would be an ideal way to surprise and delight.

“We also wanted to make sure that customers have the opportunity to hear about and take part in the activity first, hence using our email programme to alert them ahead of anyone else.”

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