Each year, summer starts with Capital’s Summertime Ball with Vodafone, where world-famous acts take to the stage at London’s iconic Wembley Stadium to perform their most popular hits live. With an 80,000 capacity and a line-up including artists such as Bruno Mars, Little Mix, and Shawn Mendes, this year’s Capital’s Summertime Ball with Vodafone was definitely not one to be missed.
To excite fans during the countdown to the big event, Vodafone published the ultimate social hub to its website, featuring the latest Ball updates, exclusive content reveals, and Vodafone ticket competitions.
Marketing Campaign Objectives
- Build anticipation and engage attendees prior to the summer event
- Use the hashtag #CapitalSTB to drive social conversation
- Maximize campaign exposure using social sharing actions to Facebook and Twitter
The Solution
To build anticipation and drive engagement prior to the Ball, Vodafone combined the social buzz from the previous year with the latest, most exciting updates surrounding this year’s event. Using Marigold Grow, Vodafone built, curated, and published a social hub display to its website, showcasing the best authentic fan user-generated content (UGC) from last year’s music event for visitors to browse and share across social.
The social hub also featured the latest news and exclusive updates, including a reveal of this year’s line-up in sync with Capital. Using the #CapitalSTB hashtag, and by tagging @VodafoneUK, fans could also share their best photos for the chance to be featured on Capital’s Summertime Ball with Vodafone social wall. And to excite fans prior to the event, Vodafone included a live countdown to the Ball using the official event hashtag, #CapitalSTB to drive further social conversation and maximize campaign exposure.
Before the Ball, Vodafone continued to engage fans with its “show us your party” contest, where participants had the exciting chance to win the ultimate VIP experience on the day. To inspire entries, Vodafone used an interactive image generator for party-goers to make their creations.
With tickets selling out in record time, Vodafone also offered fans additional chances to win in the countdown to the highly anticipated event, using giveaways tied into its retail activity, Metro partnership, and influencer vlog squad.
