O2 launches live Twitter TV vote to decide Priority offers


Campaign to run during ad breaks of two shows on E4 for 21 weeks to enable viewers to use unique hastags to decide which ASOS and Cineworld offers will appear in the app

O2 has launched a campaign to enable Twitter users to decide what offers should appear next in its digital loyalty scheme app, Priority.

Over a 21-week period from August 10, users will decide which offers from ASOS or Cineworld will appear in thew app by voting using hashtags during ad breaks for E4 television programmes ‘Made in Chelsea’, ‘Made in Chelsea: New York’ and ‘Glue’.

According to O2, the first of the three programmes regularly receives more than 100,000 tweets per episode.

The votes will run for six weeks during Made in Chelsea, three weeks during Glue and the remaining 12 weeks during Made in Chelsea.

A new offer will be put to the public vote each week, alternating between ASOS and Cineworld. Each vote will be announced during the first ad break in that week’s show in an advert featuring comedian and star of ITV show Plebs, Tom Davis.

Tweeting will be further encouraged during the second ad break, with the winner announced after the show finishes.

The most popular offer, based on the number of tweets for its unique hashtag, will appear in the app shortly after the vote has finished. A media campaign focusing on digital out of home ads will begin the further day to further promote the winning offer.

Potential offers include free clothes and shipping from ASOS and free cinema tickets or food from Cineworld.

It’s the latest development to Priority in recent months. In May, O2 launched a £7 million advertising campaign to promote the revamped app and the benefits it can provide customers with.

One of the new offers introduced saw customers able to buy  a£1 lunch every Monday from a range of vendors including Upper Crust, Dominos, Pumpkin Cafe and Caffe Ritazza.

O2 marketing and consumer director Nina Bibby revealed that Priority Moments, which is available as a free download and hosts thousands of daily updated deals from retailers including Odeon, Harvey Nichols, WH Smith, Halfords, Zizzi and Cafe Rouge, has saved customers £40 million since it launched in July 2011.

“O2 Priority has saved our customers over £40 million since it launched,” said Bibby. “We’re excited this campaign will give them a chance to choose exactly what offers they would like each week, via their mobile or tablet.”