O2 to be exclusive brand partner of All 4
Staff Reporter | On 26, Mar 2015
O2 will be an exclusive brand partner of All 4, Channel 4’s new all-in-one digital service. The site, which launches on Monday 30th March, will integrate its linear broadcasts with catch-up services and previews of future shows.
This “first-of-its-kind collaboration” will mean that O2 Priority Customers will have access to 10 of Channel 4’s series 48 hours early. The deeal, which includes multiplatform sponsorship, will last throughout 2015.
From All 4’s first release when it replaces 4oD, O2 branding will appear on the All 4 service across many commercial TV platforms, as well as a pre-roll campaign produced by VCCP across On-Demand streams across all platforms.
The partnership was managed by Channel 4’s Lindsay Gademsetty, Group Digital Commercial Development Manager and Rebecca Hill, Group Digital Manager, alongside Forward Media, Havas Media Group UK’s Head of Partnerships, Daren Benton.
Ed Cox, MD at Forward Media, says the agreement will “build on O2’s Priority proposition of early access, in a digital environment, while enabling them to create many media firsts”.
The Channel 4 and E4 series available to O2 Priority customers include the new series of Peep Show, Fresh Meat and Made In Chelsea, among others. O2 Priority viewers and superfans will be invited to click through from the app to a tailor-made Priority area which will host the episodes 48 hours before they air to Channel 4 viewers.
David Amodio, Digital and Creative Leader at Channel 4 says: “This collaboration with O2 is the most exciting digital partnership in Channel 4’s history. It was crucial to launch All 4 with the right brand – and as All 4 makes all Channel 4 content, whether live or on-demand, available to watch on mobile devices, O2 is the ideal partner. Being able to create a buzz around our key shows by offering priority access to O2’s millions of customers makes this a really special partnership for both us and O2.”
Nina Bibby, Marketing and Consumer Director at O2, adds: “We are always looking for new ways to offer customers relevant, tailored offers through Priority based on their individual preferences.”
Indeed, Channel 4 is placing an increasing emphasis on personalised experiences for users through its All 4 platform. 4oD already has over 11 million registered users, including half of all viewers aged between 16 and 34. In addition to the partnership with O2 – and its customer base – Channel 4 will continue to build on that by requiring all viewers to register (for free) to watch any long-form content on the site.
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