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O2 encourages Kent’s Bluewater shoppers to ‘channel their inner dog’ with experimental snowball stall


By John McCarthy, Opinion Editor

December 20, 2013 | 3 min read

O2 have set up a snowball throwing challenge within a giant ‘unwrapped Christmas present’ at Bluewater shopping centre, in Kent, as part of the ‘Be more Dog’ campaign.

Festive revellers enjoy the O2 ‘Snowball Challenge’

The O2 ‘Snowball Challenge’ invites Bluewater guests to mould artificial snow into ‘real’ snowballs where they are given the opportunity to knock over four targets within a set period of time. Winners are rewarded with a Priority treat from O2.

The activity, by brand experience agency Circle Agency, forms part of a fourteen month deal between Telefonica (O2) and Lendlease (Bluewater) which has seen experiential activity happening throughout the year at the shopping centre, and is supported by extensive on-site media space, advertising and free O2Wifi to all shoppers.

Claire Stokes, managing director Circle Agency, said: “Our team has worked really hard throughout the year to build relationships with retailers within the Bluewater estate. The Priority app provides a brilliant opportunity for retailers to drive footfall into their store, for the centre to add value to the guest experience and of course for O2 to provide value to their customers. We have been able to capitalise on the partnership to encourage some fantastic offers, unique to Bluewater guests.

“We needed to catch shoppers’ attention and the giant present has done that beautifully. Bluewater guests, young and old are queuing up to take part in the Snowball Challenge and providing O2 with the perfect opportunity to demonstrate the Priority app.”

Sharon Reid, priority head of In-life Management, said: “Our Christmas activity at Bluewater ties into our current ATL creative, ‘Be more dog this Christmas’. It provides an unexpected experience for shoppers allowing them to channel their inner dog, get stuck in and have some fun with the brand.

“We have built a giant ‘unwrapped Christmas present’ in the centre of Bluewater’s Guild Hall area. The experience that waits inside the gift is typical of the unique experiences available from the O2 Priority App.”

O2 is using Circle’s custom-built social photo mechanic, Event Pix™ to capture and share all of the action via digital cameras. Once guests have taken part, they are offered the opportunity to share their photos via their own social channels.


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