The O2 Arena

In December 2011 BrandVoice Marketing Group worked with Ansco Arena Ltd (part of the Anschutz Entertainment Group) owners of  The O2 Arena on a project to drive footfall to the venue during the pre-Christmas period to support bars and restaurants at the venue.

We pitched the idea of a free winter music festival to give a platform to new emerging British bands. The festival was held undercover of the famous roof so as not to be subject to the season’s variable weather conditions. Our specialist music business  - Broccoli Events (part of BrandVoice Marketing Group) managed the content for the difficult “dark nights” nights (so called as there were no live acts in the main arena).

The festival also included headline gig nights in December with the objective of encouraging music fans with tickets for the main arena to come early, see the free live music and visit the bars and restaurants before seeing the main gig. Over one hundred bands played over twenty nights!

Using our extensive social media connections combined with those of the bands, friends and fans of the bands in just six weeks we achieved a total of 1,768,155 (1.76million)  social media impressions. The objective of driving traffic to see the events was achieved and an enormous amount of video content of performances and band interviews were created.

Supporting new music created a positive PR platform for the The O2, which despite being the most popular and successful venue  in the world is often regarded by the music industry as being a little safe and mainstream. For The O2 to be seen to be supporting new talent created a “cool factor” more usually associated with edgier  venues.