O2 Tracks is an app giving nonstop access to The Official Top 40 chart. The brief was to launch the service, get as many downloads as possible and enhance O2's heritage and credibility in music.
The campaign featured Emeli Sande and an innovative use of the app's API. We used the API to pull a live feed of the Official Top 40 into interactive digital outdoor sites, across mobile/digital banners and a responsive website featuring every single track since the Official Chart started in 1952.
One of my favourite digital campaigns I've delivered. After all that, click here to download the app
TV ad shot at The O2 and at Charing Cross Underground station
However, the best part of the campaign was the Ultimate Top 40 responsive website. To spark conversation around the Top 40, the definitive list of pop music since 1952, we asked the nation: What's your Ultimate Top 40 hit of all time?
To facilitate this we created a social Top 40 - an online system that allowed music fans to search, sample and vote for their Ultimate Top 40 Tracks of all time. They could search through the official Top 40's historic database of thousands of tracks including every Top 40 hit since the first chart was created and vote for their favourite.
All votes were collated daily to create The Ultimate Top 40 Tracks Chart. A real-time list of the nations all time favourite hits. This social chart created bonus content that was transferred into the app daily. We made the Top 10 tracks available to listen to on the O2 Tracks app. Here's a little video case study...
A little video showcasing the digital work for O2 Tracks
PR shot of Emeli on set
Shot on a roof in Capetown, South Africa
