To promote O2's Favourite Place tariff to students, the strategy was to engage and entertain, rather than force product messages. 'The battle for the UK's favourite university' Facebook group was born. The uni with the most interaction was rewarded with a massive end of term party.The students took charge of the group, and it proved a huge success:* Over 109,000 students joined in 8 weeks* Over 130,000 discussion posts, 89,200 wall posts, and 56,300 photos were uploaded* It was the first ever brand sponsored group on Facebook in the UK* Still the largest sponsored UK group