The campaign kicked off yesterday (2 March) and promises to focus on live experiences. Today (3 March) the brand has revealed ten giant blue rabbits on London's South Bank to mark the campaign's next stage.
O2's nationwide #FollowTheRabbit hunt will give the public the chance to win VIP access to The O2 for a year. The rabbits will continue to pop up across the UK throughout this month, and interested parties can receive hints to their location by following the campaign hashtag.
The brand has been testing out the #FollowTheRabbit campaign at events such as the Brit Awards, and the England vs Italy rugby match at Twickenham stadium. Guests were encouraged to share photos of the experiences across social platforms using the hashtag for a chance to win tickets to gigs and events.
Last month, it was announced that O2 and AEG would extend their partnership at The O2 for a further ten years. In January, heavy rock band Avenged Sevenfold brought a pop-up store to Camden ahead of its gigs that took place at the O2 Arena.
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