O2 launches new #FollowTheRabbit advertising campaign


The campaign promotes memorable live events such as music shows, sports events and entertainment and will appear on the nations TV sets from today

O2 are launching an advertising campaign called ‘#FollowThe Rabbit’ today that focuses on experiences and live entertainment.

The adverts will feature a blue rabbit, the embodiment of curiosity, and those who follow it will find adventure and unforgettable live music, sport and entertainment experiences.

Live experiences are at the heart of the campaign and in the run up tot he launch O2 have been teasing the campaign during the BRIT Awards and an England rugby match, encouraging attendees to share their best live pictures with #FollowTheRabbit in order to win tickets to more gigs and events.

From the 2nd March the adverts will run, encouraging people to follow a glowing rabbit to a live event as well as having an active presence on social media such as Facebook, Twitter and Instagram, encouraging people to go out and experience unforgettable live events.

O2 have recruited social media influencers and developed a sponsored lens on Snapchat to encourage people to share their live experiences with thousands of tickets to live events and early entry tickets to the top attractions in the UK such as Alton Towers and Legoland up for grabs to anyone who participates.

A number of six-foot rabbits will also be placed at a secret location in London on the 3rd March with ‘money-can’t-buy’ experiences up for grabs for anyone who take and share a picture of the rabbits up close.

O2 director of brand and marcomms Ian Cafferky said: “Building on our ‘More for you’ platform, #FollowTheRabbit taps into the natural curiosity that we all have to seek out and do new things.

“Life doesn’t come with catch up and through our new campaign we want to demonstrate how everyone with O2 can have unforgettable live experiences.”