Up at The O2 is launching its Autumn 2016 campaign using podcasting platform Acast in a deal brokered by the7stars, with a podcast from TV historian Dan Snow.
Up at The O2 is a 90-minute experience that allows members of the public to walk over the roof of the iconic O2 building on a suspended walkway. Influencer content will also be shared across Instagram using Buzzoole, an Influence Engine Optimization platform.
Up at The O2 is partnering with Dan Snow’s History Hit podcast across the half term period. Dan experienced Up at The O2 for himself on October 19 with a sunrise climb and broadcast a history-based branded content episode from the summit. His climb was also streamed on Facebook Live.
the7stars has also devised a bespoke research piece on the project, using unique discount codes for listeners to report on engagement.
Lexie Wilson, media planner and buyer at the7stars, says: “Our research into the efficacy of podcasts showed that 61% of listeners don’t mind listening to adverts if the podcast is free, and only 14% would actively pay for a podcast without advertisements. We are so excited to showcase the power of podcasts to engage Up at The O2’s audience through excellent content, whilst monitoring listener feedback to ensure we’re also driving sales.”
Kat Donnelly, Brand and Attractions Marketing Manager at The O2, adds: “Up at The O2 is all about being adventurous, about trying something new – so we’re really excited to try this little explored advertising space this autumn. We’re also thrilled to be working with Dan Snow, whose curious and intrepid spirit is a perfect fit for our brand values.”
