Social media spotlight: O2 encourages Brits to embrace inner dog in biggest social campaign yet
In a move sure to divide pet lovers around the country, mobile network O2 has launched a campaign calling on consumers to forsake the grumpy ways of the cat, and ‘be more dog’.
Promoting its 4G service, the £10m campaign – spread across TV, print and social – marks the company’s biggest to date, and its social components are impressive, not least because of the inherently viral nature of our little furry friends.
Hashtag #BeMoreDog is doing the rounds on Twitter, while the company’s Facebook page is kept up to date with new pictures and calls to action. The main accompanying video advert – here – tells the tale of a kitty-turned-mutt, shredded newspapers and all, and has seen well over 650k views in the three days it’s been up.
There’s also an interactive game that allows users to sync their mobile phone to the O2 website as part of a duel-screen game, allowing players to throw a Frisbee as a cat on the computer, which then jumps off the sofa to catch it (it’s bewilderingly addictive).
The jewel in the crown, however, is the campaign’s dedicated site, bemoredog.o2.co.uk, where users can create ‘dog bombs’ to send to friends. Four easy steps later and the user has created a fun, shareable video that can be sent straight to Twitter or Facebook, or linked to via URL. There are no sign ups or log ins involved, so even the slightly curious are likely to take a few seconds to try it out, which of course equals more exposure.
But innovation aside, the campaign will see success because of its very theme. Are you a cat or a dog person? #BeMoreDog will likely divide opinion, and that, as we all know, is the making of a buzzing social campaign.