The thing I rate about O2 Wireless is that it's a constantly evolving festival. On Saturday, I headed down to Hyde Park to see Fatboy Slim and to find out what has happened to the O2 Blueroom concept.Previously, only O2 customers could gain access to this central VIP area. Over the years, customers have been rewarded with access to performances from unsigned bands, guitar tuition and even a hot tub one year. The Blueroom experience reinforced brand advocacy from those that were allowed into its inner sanctum and brand envy amongst non-O2 customers, who could only imagine what secrets the O2 bubble held.
This year however, there was no sign of the blue bubble tent in the middle of Hyde Park. In its place stood an extra stage, open to everyone and rammed with festival goers catching preview performances from artistes that would later play the main stages. Live Nation, O2 and its experiential agency Sledge had listened to feedback that suggested envy marketing gives off both wanted and unwanted brand perception. The resulting changes saw enriched festival content, accessible to everyone.
But what about the rewards for O2 customers? Following my last post, a group of friends registered for O2 Afternoons. They received a barcode which could then be swapped for food to the value of five pounds between 12pm and 4pm. This got people to arrive at the festival earlier thus improving the overall atmosphere of the day. It may also pave the way for cashless festival technology (a concept that was piloted in Hyde Park this year) to be rolled out in 2009.
Registered O2 customers were also invited to take part in Secret Sessions. At 5pm each day, invitees gathered by the side of the main stage, waiting to be taken back-stage to experience an acoustic gig, filmed live for MTV. The group I joined had no idea who they'd be watching. Looking around at the cross section of ages that crammed into a room behind the back-stage kitchens, I was beginning to wonder how many would still be non-the-wiser once the secret artiste had been announced.
But, as Dan Le Sac Vs Scroobius Pip entered on cue, the majority gasped, applauded and, I suspect gave silent thanks for having chosen a mobile phone network that really knows how to engage the festival audience. How many other festivals give off the impression that the customer experience is an afterthought? Wireless, I salute you - my only grumble (and this applies to all festivals) is why put a band that everyone wants to see on in a tent that holds only a small minority? Underworld should have been on a stage. Fatboy Slim rocked!
