O2 has teamed with Ed Sheeran for a campaign to promote its Priority Tickets for the singer’s Wembley Stadium show, 48 hours ahead of general release.
The through-the-line campaign, which launched today (17 November), incorporates digital, online, and social media activity and will also see Sheeran appear in a new version of O2’s Walk adverts.
Launched on YouTube the ad charts Sheeran’s journey to success, and features the singer in a variety of settings from his childhood bedroom to Madison Square Gardens.
A specially recorded version of the song 'Don’t' also features in the ad and will not be available anywhere else. The 60-second TV ad will air from 21 November across programmes including The X Factor, Made in Chelsea, Goggle Box and I’m A Celebrity…Get Me Out of Here.
“Our new Priority campaign highlights our continuing commitment to giving customers access to the music and artists they love,” said Nina Bibby, marketing and consumer director at O2.
“This tour follows Ed’s four sell out shows at The O2 and we’re proud to be giving customers Priority Tickets for what is certain to be an incredible show.”
In conjunction with the ad, O2 is giving fans the opportunity to access exclusive content and win VIP tickets through an online digital walkthrough.
By unlocking the doors to the various key venues in Sheeran’s life, the background to the story will be revealed, offering fans exclusive insight into his history. This includes interviews with Ed in each part of the set and exclusive images.