O2 Matchday campaign wins March’s Creative Showcase Award


O2’s Matchday campaign created by agency VCCP has taken first place in the IAB’s Creative Showcase Awards for March.

To build upon their existing sponsorship of the England Rugby team, O2 wanted to offer fans a new, unique experience and a chance to get closer to the team throughout their RBS 6 Nations campaign. To do this, creative agency VCCP created the O2 Matchday app. The app was dual screened, giving fans outside the stadium exclusive real time content to help fuel conversations around the game.

The main feature of the app was Ref!Link, a direct audio feed to the referee in charge of the match, giving fans access to all calls made by the referee, as well as the ability to pick up on the on-pitch atmosphere.

Kristin Brewe, IAB Director of Marketing & Communications, stated, “VCCP’s winning work illustrates the growing use of really slick technology to facilitate and extend conversations around hot topics like sporting events. It’s also a great example of using apps to connect with and activate social channels.”

VCCP also produced a digital Matchday programme which was made available before the games, providing key info on the teams and players. During the game, O2 partnered with Optasports to give fans live in-game stats from the opposing teams, a live score with a breakdown of who took the points as well as a live twitter commentary from their ‘Man at the Match’ - a journalist who gave opinion and punditry from the touchline - adding a unique perspective to the game. Fans were able to join the conversation in app by using the Twitter hashtag #O2Matchday.

The app achieved over 41000 downloads during the RBS 6 Nations and was the top free sports app in the iTunes Store.

In second place was Ubisoft’s Far Cry 3 Insanity Mirror App created by agency CP+B. The app was created to promote the European, Middle- Eastern and African release of Far Cry 3, the first person shooter game set on an island of insanity.

The Insanity Mirror was designed to reveal your ‘inner madness’ with users being dared to ‘Face your insanity’ by letting you meet and have a conversation with your avatar. Users also have the ability to share their insane avatar on Facebook with their friends.

The third placed campaign in March was Nike’s Barbershop, created by AKQA. The Nike Barbershop ran throughout the Euro 2012 campaign and kicked off with a short film featuring Italy striker Mario Balotelli choosing from various iconic footballing haircuts in a traditional barbershop.

AKQA also created a Nike Barbershop app, allowing football fans to digitally try out iconic hairstyles and share them with their friends.

Pop up Nike Barbershops were also created in six cities, with football fans being invited to attend and get their hair styled for real.