Project: Vodafone Night Owls
Clubbing 2.0 was the motto of this sensational brand experience, which Media Team OMD created for the mobile service provider Vodafone. In July 2011 the nationwide club tour “Night Owls powered by Vodafone“ directly integrated the guests into the party life, thanks to the digital and interactive character of this campaign. According to the brand promise “power to you“ the participants could decide for a DJ to perform, get online tickets at a reduced rate or order drinks via their smartphones. During and after the event a free smartphone app gave information on the party series, the performing artists and the location. As a special highlight people could stream the DJs' music tracks right after the party. The numerous points of interaction were opportunities for Vodafone to not only present the strength of their services but also to provide a significant brand related value to the young, dynamic target group.
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