Event Management For Dummies by Laura Capell

Author:Laura Capell
Language: eng
Format: epub
Publisher: Wiley
Published: 2013-07-30T00:00:00+00:00

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O2 Priority Moments press launch

For the launch of its new Priority Moments application, O2 wanted a press launch event as exciting and innovative as the product. The end result was a piece of promenade theatre consisting of a series of immersive, exciting brand ‘zone’ experiences that thrilled and surprised members of the press. The evening saw a space transformed into an exclusive VIP party with entertainment from Latitude Festival headliners, The National, and celebrity guest DJ Nicola Roberts.

O2’s Priority Moments application is an innovative service informing O2 customers about a range of personalised retail deals and experiences in their local area, direct to their handset. The press launch aimed to create a buzz around this service, and emphasised that every customer counts – each and every attendee getting their own personalised Priority Moment experience courtesy of O2.

O2 transformed the newly opened OXO2 venue into four brand experiential zones, one for each of the Gold Tier brand partners. Led by O2’s Guru Jack, unwitting journalists first entered the Harvey Nichols zone, brought to life with a glamorous catwalk show previewing the autumn/winter collection and accompanied by a cocktail designed specifically for O2 customers.

With a complete change of tempo, the next surprise was an intimate book reading by international bestselling author Ken Follett in the informal WH Smith zone – a comfortable, contemporary lounge area.

Journalists were then ushered into a bustling Zizzi restaurant, to sit down to signature Zizzi prosecco and a mouthwatering board of antipasti served by an elite team of knowledgeable waiters.

For the final wow factor, journalists were treated to popcorn and sweets in a pop-up Odeon cinema, where they settled back in authentic Odeon chairs to watch a series of high-impact new trailers.

Finally, the space transformed into a sleek party environment for the evening, with Latitude Festival headliners The National playing a media-grabbing acoustic set, followed by celebrity guest DJ Nicola Roberts.

An exclusive guest list ensured ample online, PR and newspaper coverage the following day. This coverage will drive online word of mouth, interest from other potential brand partners, and mainstream consumer awareness.

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