Artic Monkeys were the big winners at this year’s Brit Awards – held at the O2 Arena last Wednesday – taking two accolades for British Group and British Album of the Year.
But there were some lucky music fans that won big too – getting to meet their heroes thanks to MasterCard and their #PricelessMoments campaign. On the lead-up to the Brits, MasterCard ran three 24-hour Twitter competitions, asking followers to re-tweet them for a chance to meet the stars – including intimate gigs with Kylie Minogue and the up-and-coming artist Laura Mvula.
Each Twitter competition was supported with some tactical 24 hour media placements – with Digital OOH playing an integral role. NFC-enabled DOOH featured in Westfield shopping malls, rail and roadside environments, and was supported by targeted display across Spotify, promoted tweets & trends and the cover wrap on Time Out magazine.
On the night itself – MasterCard’s 16th year of sponsoring the Brits – fans lucky enough to get tickets were greeted everywhere by Kylie’s face as the veteran pop princess helped us own the event. Proximity OOH dominated the O2 arena, whilst anyone travelling to the venue from the tube or the Thames pier entrance couldn’t help but notice our station domination and pier hoarding branding.
That rock ‘n’ roll eh, it just won’t go away.