New Campaign from O2:

Whoever Forms the Largest Crew gets to go to the MTV EMAs

MUNICH. As the sponsor of this year's MTV Europe Music Awards (EMAs) that will fittingly be held at O2 World in Berlin on November 5, Telefónica O2 Germany is launching a campaign together with Sony Ericsson and MTV: the main focus will be on the online platform www.o2crew.de. O2 Crew is now live - for four weeks, the founders of the Crew with the most members will win an incredible 150 of the coveted MTV EMAs Tickets. This social media activity will be accompanied by TV trailers, collaboration in the areas of radio and print, online banners, SMS alerts and activities inside shops.
O2 will be giving away a total of 600 tickets for the MTV EMAs under www.o2crew.de. The idea: the Crew founders do their best to have as many Crew members join them as possible over a seven-day period. Whoever has the most members receives 150 tickets that they can distribute among their Crew. In addition, O2 will be giving away another 400 tickets in various other contests during the MTV Music Week, just before the MTV EMAs. www.o2crew.de. will remain in effect even after the awards are over with. Then, all those interested can use this platform to try to win other excusive entertainment prizes. Media coverage on MTV will be one important ingredient of the integrated campaign developed by the agencies VCCP, Phocus Brand Contact, Interone and Mindshare. 20 to 40-second trailers will be broadcast 275 times during the music station's program. More than 300 extras will be shown running through the woods in the hope of grabbing the 150 tickets. The Crew members will be dancing and jumping in the air, running and singing all over the screen and thus reaching out to exactly the right target audience: young MTV and VIVA viewers. Their costumes will shimmer and sparkle in the light of the sun and viewers will wish they were wearing them themselves and able to participate. "The MTV EMAs rank as one of the most important music events in Europe. With O2 Crew, we are giving our customers - and potential customers - the chance to take part in the mega event," says André Schloemer, Vice President Brand Management for Telefónica O2 Germany, and adds: "The message is clear: O2 recognizes the trends and makes exclusive entertainment experiences possible."
The Makers of O2 Crew
What?Who?
Project management on the customer side
Head of Brand ExperienceMike Schwanke
Head of the O2 World TeamMaren Jopen
Brand Communication on the customer side
Head of Branding, Strategy & CommunicationTim Alexander
Brand ManagerJana Strauss
On the lead agency side
Creative DirectorsLars Wohlnick and Oliver Frank, VCCP
Art DirectorMichael Milczarek, VCCP
ProducerStephan Vens, Trigger Happy Productions
DirectorRalf Schmerberg
Telefónica O2 Germany GmbH & Co. OHG belongs to Telefónica Europe and is part of the Spanish telecommunication group Telefónica S.A. The Company offers its German private and business customers postpaid and prepaid mobile telecom products as well as innovative mobile data services based on the GPRS and UMTS technologies. In addition, the integrated communications provider also offers DSL fixed network telephony and high-speed internet. Telefónica Europe has about 48 million mobile and fixed network customers in Great Britain, Ireland, the Czech Republic, Slovakia and Germany.