Mobile network O2 has announced it is asking the public to decide which offers should appear in its O2 Priority loyalty scheme. O2 Priority is available as a free download and hosts thousands of deals from a range of high street and online retailers.
Starting on August 10 and running for 21 weeks, the campaign will involve twitter users deciding which ASOS or Cineworld offers will appear in the app. The public can vote by using the Twitter hashtags revealed during a number of TV ad breaks. The votes will run for six weeks during Made in Chelsea: New York, three weeks during Glue and the remaining 12 weeks during Made in Chelsea.
The most popular offer each week – based on the number of tweets for each hashtag – will appear in the app shortly after the vote has finished. Potential offers up for grabs include free clothes and shipping from ASOS, and free cinema tickets or refreshments from Cineworld.
'O2 Priority has saved our customers over £40m since it launched and we know that fashion and film are two of our customers’ biggest passions,' said Nina Bibby, marketing and consumer director at O2, explaining the marketing decision.
She went on to say that the company was excited that the digital campaign will give customers a chance to choose exactly what offers they would like each week, via their mobile or tablet.
'We’re delighted to be partnering with prestigious brands like ASOS, Cineworld and E4 to bring this exciting new campaign to life,' she said.
Peter Clark, agency principal for Channel 4, said that E4’s devoted and socially-engaged audience is 'perfect for the instant response' that is key to the campaign.
Eve Williams, brand director at ASOS, said it was great to be able to 'add a layer of gamification' to traditional broadcast primetime viewing. 'The partnership gives both brands the chance to offer relevant and compelling ASOS treats to our customers.'
Cineworld 's marketing head Gemma Shepherdson added: 'We’re looking forward to seeing which Cineworld offers the public votes for on Twitter and welcoming winners into our cinemas across the country.'