The digital initiative launches a new content channel called ‘New Perspectives’, a month-long sponsored editorial property on Stuff.tv. The partnership will challenge conventions around technology as well as tell the story of the Amazon Fire Phone exclusively from O2.
Mike Walsh, Business Development Director, Haymarket Consumer Media, says: “By creating entertaining content to challenge our readers’ perceptions in the tech world, ‘New Perspectives’ provides compelling reasons to consider change, to look at both their tech behaviour and purchase decisions from a new viewpoint.
Working closely with Newcast, VCCP and O2, we all felt that challenging content aimed directly at tech savvy readers was the most effective way of disrupting the Smartphone status quo and encouraging our audience to consider the Amazon Fire handset as their next mobile.”
The partnership provides O2 with both product and network education and an association with innovative, challenging and engaging content targeted at an influential audience, says Stuff.
The campaign exploits Stuff’s native-advertising solutions, as well as traditional editorial channels and social-media promotion.
