Duel, which has launched in the UK following beta testing, has been created by Paul Archer. It allows a user to send a photo to a friend, challenging them to send a photo back; or send two ‘duelling’ photos to a mate, asking them to choose their favourite image.
The app is designed to enoucarge people to ask friends to help them make decisions around dilemmas such as what clothes to buy or where to go out for the night.
The O2 is currently using Duel and enthused about its potential for brands wanting to target the "elusive milliennials" market.
Duel won the Kite Startup Pitch for Brand Partnerships at SXSW 2015, a category judged by Unilever, L’Oreal and Coca-Cola.
It was created by Daredevil Project Studios, a mobile and social business based in Bristol and Greece and founded by Archer, who took to YouTube to explain how he came up with the idea:
Archer said: "Duel is an antidote to shouting into a social media abyss. It's a photo-duelling app that people can play with their tight network of friends, the ones that really matter to them. Those people whose opinions people actually care about."
Stephen Fraser, The O2’s social media manager, added: "I’m excited about Duel, particularly for brands looking for a new way to engage with that elusive millennial market."