Vodafone x Capital
Summertime Ball
Taking the stage at the Summertime Ball.
Strategy | Content Creation | Copywriting | Distribution Planning
The Challenge
Activate Vodafone’s sponsorship of the Capital Summertime Ball 2015, to create positive sentiment around the brand.
The Work
Based over 6 weeks leading up to an on the day activation.
Summertime Ball Build Up - Take The Stage
6 week competition ‘Take The Stage’ gave unsigned acts making waves on YouTube a chance to open the Capital Summertime Ball. Two finalists were narrowed down with video content created to follow their journey, with the eventual winners Cahoots being chosen to open up at Wembley.
On The Day - Live content news desk
Provided exclusive behind the scenes and on stage content throughout the event for those unable to attend, which included the performers posting via our Twitter Mirror moments after performing on stage.
Cahoots give people the story of their day opening the Summertime Ball via their vlog.
The Role I Played
Created the content and distribution strategy as well as managing the output for all Vodafone content during the campaign. This included managing the live content desk at the event where I liaised with Capital to generate assets and wrote quick turn around copy throughout the event.
The Impact
Engagement rates were as high as 32% on content posted during the Summertime Ball.
Highlighted by Twitter as a Success Story on their Business Case Study pages, with Tariq Slim, Head of Telco and Tech at Twitter UK commenting: "The brand’s content was strong, visual, optimised and in real time. It helped people feel like they were at the event even if they weren’t there.
"Vodafone thought about the people who were out and about and how short-form was the best way for people to consume content via their mobile."
Read more at https://marketing.twitter.com/en_gb/success-stories/vodafone-promotes-its-connection-to-the-summertime-ball
Alex Conaway, head of brand advocacy, engagement and activation at Vodafone, said: “The partnership has been a huge success with Capital’s Summertime Ball now playing a major role in driving brand engagement for Vodafone.
“Warren formed a critical part of the agency team for the activation of our Summertime Ball sponsorship in 2015, which was the most social and digital we've ever delivered.
Warren was a great influence in driving this agenda and maximising all digital opportunities within it.
A reliable, hard working and very knowledgable member of the team, I would highly recommend him in future roles.”
Daniel Underwood, (then Brand Manager at Vodafone)