O2 & Virgin Media

VMO2 had a clear mission; make O2 synonymous with music and gig culture, and Virgin Media with gaming and TV.

Our social media strategy leveraged O2’s decades of cultural clout backing music via their iconic gig venues and Virgin’s disruptive spirit in the gaming space; running a newsroom for reactive and organic content that could slingshot cultural moments to connect with their followers.

This included re-introducing the public to the abundance of perks available on O2 Priority. To achieve this, I created Friend or Phoney, a social-first format where we peek inside music fans’ phones whilst they wait in line at the O2 (a queue they could skip with the Priority app). Hosted by Edinburgh Newcomer nominee Toussaint Douglas, the show put friendships and relationships to the test by challenging gig-goers to see if they know their friend or partner as well as their phone does.

Role: Copywriter