O2 confirms its Big Brother sponsorship

O2, the newly launched brand replacing BT Cellnet, has confirmed it is to sponsor Channel 4’s Big Brother, in a deal that will run across the terrestrial television channel, digital channel E4, the Internet and a range of mobile phone services.

The deal was first tipped in Marketing Week (January 10) and follows in the footsteps of BT Cellnet’s sponsorship of last year’s Big Brother.

O2 director of brand and marketing services Garrison Macri says: “O2’s Big Brother activity marks the first time the interactive mobile services for a major terrestrial TV programme can be accessed across all UK mobile phone networks using easy-to-remember text ‘short codes’.”

Macri claims the “most compelling” O2 mobile service will enable viewers to vote on the Friday night evictions, using SMS via any UK mobile phone network. The SMS voting marks a first for the show.

Other O2 Big Brother services include paid-for news and gossip text alerts, quizzes, games and competitions, ringtones and logos and the ability to text comments direct to the Channel 4 and E4 studios.

Channel 4 head of sponsorship David Charlesworth says: “Big Brother will showcase O2’s products while ensuring that the mobile services behind this year’s show are second to none.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here