@O2’s cross-channel #FollowTheRabbit campaign encouraged people to get out and explore a world of live experiences. Its centrepiece was a TV and cinema ad featuring a blue rabbit that symbolised curiosity, beckoning people to try new things.
@O2 turned to Twitter to extend #FollowTheRabbit’s reach, and target three key audiences: people interested in live music, sport or entertainment events — whether they were regular attenders, or hadn’t yet followed their curiosity.
@O2 ran a First View campaign on Twitter to launch its campaign nationally. For 24 hours, its hashtag #FollowTheRabbit appeared at the top of the UK’s trending topics list, while the first ad people saw in their timelines was @O2’s blue rabbit video.
To give its First View video even greater reach and relevance, @O2 ran it as a Conversational Ad with buttons tailored to its target audiences. People could click on the #LiveMusic, #LiveSports or #LiveEntertainment button, and they’d be able to share a Tweet of the video along with a pre-populated campaign message.
Throughout the campaign, @O2 found clever ways to get people to Tweet the campaign hashtag, in turn encouraging their own followers to #FollowTheRabbit as well.