To kick Christmas off in style, Capital teamed up again with Coca-Cola to host the Jingle Bell Ball, the biggest Christmas party in London’s iconic O2 Arena. The event, which started in 2008, has always been a festive hit, with tickets this year selling out in under an hour. With a 16,000 capacity and performances from Ellie Goulding, Years & Years and Little Mix, the Jingle Bell Ball was an event not to be missed.
To excite fans and keep them fully engaged during pre-show, ad breaks and presenter slots, Capital showcased authentic user-generated content on-stage across a huge impressive curved screen as well as three interactive pillars.
MARKETING CAMPAIGN OBJECTIVES
- Use large digital screens in-venue to showcase real-time social content to a live audience
- Engage attendees during pre-show
- Drive fan participation and authentic UGC
- Showcase UGC to give fans their ‘moment of fame’
- Use the hashtags #CapitalJBB and #JBBStage to drive social conversation
To amplify the social buzz around Capital’s Jingle Bell Ball with Coca-Cola, Capital used the Wayin platform to build, curate and display the very best authentic UGC in real-time during the pre-show and throughout the evening.
Attendees were encouraged to share their snaps before and during the event, using the hashtags #CapitalJBB and #JBBStage, in return for the exciting chance to be featured on-screen. Using the platform, Capital were able to filter relevant brand and user-generated content from Twitter and Instagram searches to publish out to the screen.
With overwhelmingly positive feedback from Capital, Coca-Cola and party-goers, the social wall proved to be a huge success.
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