O2 promotion of Beyonce’s Mrs Carter Show World Tour in the UK is being marketed in “Priority”, an integrated advertising campaign centred on a television advert launched on February 4. The British teleco is setting aside a limited number of tickets for sale to customers. Beyonce appears with her touring crew, including dancers Les Twins, in an opulent setting reminiscent of Marie Antoinette’s court, but with a modern twist.
The Priority ad will be available in a 40 second, 60 second and an extended 2-minute version. An exclusive behind the scenes video will also be available, as well as both versions of the advert, on O2’s YouTube channel at from 4th February. A special: 30second “artist’s cut” will be available on TV globally to support international stops on The Mrs. Carter Show World Tour from February 11.
The Priority campaign includes dedicated social media support through both Beyoncé’s and O2 channels. Beyoncé’s UK leg of her World Tour begins on April 26th in Birmingham before hitting The O2 for four nights followed by one night in Manchester on May 7th and for two nights, May 11th and 12th in Dublin, Ireland. The Mrs. Carter Show World Tour is slated to run for almost one year, with the second wave of the tour hitting the US this summer, as well as Latin America, Australia and Asia in the second half of 2013. O2 customers can get tickets 48 hours before general release from 9.30am Thursday 21st February by texting Beyonce to 2020 or visiting o2priority.co.uk/beyonce. Tickets go on sale to the general public from 9.30am on Saturday 23rd February.
The Beyonce campaign was developed at VCCP by creative director Darren Bailes, art director Rachel Robinson, copywriter Stephania Silveira, planner Sophie Kerbegian, account director Bridget Limbrey and agency producer Carly Paris.
Sound was produced at Factory Sound by Anthony Moore.
Media was handled at Zenith Optimedia.