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O2 HuffPost Marketing

Huffington Post teams with O2 to support TU Go app

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By Ishbel Macleod, PR and social media consultant

August 27, 2013 | 2 min read

The Huffington Post UK has teamed with O2, to support new app, TU Go, in a digital campaign created by Engage, AOL’s in-house creative team, and brokered and implemented by Newcast.

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The app allows customers to make and receive calls and messages using their O2 number on any device that runs iOS 5+, Android 4.0.3+ or Windows 7 for PC.

Set to go live on a new sponsored channel called “Connectivity” on HuffPost UK Tech, the campaign will include a host of original content from the HuffPost team, as well as a series of three films featuring TV presenters Matt Edmondson and Zoe Salmon, who will take on a number of different challenges to test the TU Go service to the max.

Katrina Ward-Smith, head of brand campaigns and experience at O2 said: “We wanted to demonstrate the innovation and technological capabilities behind TU Go. We chose The Huffington Post UK for this digital campaign for its engaged tech-savvy audiences. The approach we’ve taken with the Engage team taps into this to deliver inspiring content which challenges traditional approaches to online advertising.”

The campaign, which will run until 25 September will also fully use AOL Networks with video distribution from Be On and rich media adverts via Advertising.com, as well as sponsored posts from O2 and a bespoke Devil Ad placement on the pages of editorial.

Noel Penzer, managing director, AOL Europe O&O said: “This campaign is a great example of an exciting and strategic new phase in AOL’s creative offering. Our multiple platforms and user-driven channels have enabled us to build a fully interactive campaign where the brand sits at the heart of the content. We have combined an editorially ‘of the moment’ theme with original and fun video content which will really bring both the brand and product to life so they become a part of the HuffPost conversation in an authentic way.”

The first film as part of the campaign will premiere on 5 September, with the presenters having to fulfill tasks such as building a music studio and write and record a new track with no phone reception, redesigning a garden without a handset at all, and putting on a gig underground.

O2 HuffPost Marketing

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