To create bespoke future experiences for customers, we analysed existing ‘likes’ and comments from users’ profiles. Through social listening we identified the most talked about news topics, which fed into the stories and predictions featured on the app, as well as humorous gifs and memes hosted on our Tumblr. Content was distributed through owned and earned media on Facebook, Twitter, YouTube and Instagram.

Content included a series of videos, in which Ian Wright predicted football transfers and results of major sporting events, and video time capsules created in collaboration with five bloggers in key areas of interest for our audience.

Promoted through owned and earned media encouraging users to share our content, Future Timeline delivered results that far exceeded expectations. The Future News videos generated in excess of 60million impressions and were covered by major national media outlets such as The Sun and Absolute Radio, while the Future of Film time capsule video gained over 500,000 YouTube views.

Data demonstrated that for every share of the Future Timeline app, three additional unique visitors were gained. Furthermore, O2 saw a spike in the number of SIM cards ordered, representing the highest increase in SIM orders of any O2 campaign to date.