Besides helping to make the customer’s encounter with the brand o2 special and most memorable, the team sought to also integrate o2’s online loyalty platform 'o2more.de'. This tool focuses on entertainment topics, relevant for the target group. Tickets to the blockbuster event should solely be available via this platform. This did not only make this highlight-event exclusive, and helps o2 to differentiate against the competition, but also enhances the existing entertainment strategy.

An accompanying campaign, including paid and owned media raised awareness and achieved a massive reach within Germany.

Although movie premieres are usually held in Berlin’s Sony Center, o2 was able to host this exceptional event at the o2 world, which further strengthens the customers’ association of the positive experience of the evening with o2 as a brand. Furthermore, meeting celebrities, including Will Smith and Nicole Scherzinger during the red carpet event achieved a positive image transfer for o2-customers.

6,819 o2 customers visited the premiere event of MIB3 on 14th May 2012, making it the biggest 3D-Premiere worldwide and setting a new Guinness World Record.

The media efforts generated 2.4 Billion impressions online, 12.9 Million TV contacts, 8 Million print contacts and 2 Million radio contacts. The total media value of 13.26 million EUR exceeded the overall spending by far.

Tickets sales on 'o2more.de' generated three times more registrations than average ticket sales.

o2, being entirely satisfied with the overwhelming success of the project, assigned the team directly with planning and executing another cinema highlight event in 2012.