By inventing the term #JTFREEstival we were able to drive sales for JT in an integrated summer campaign. As the main sponsor of the Jersey Live festival in the Channel Islands, JT were able to give away 1,600 FREE tickets to any customers signing up to any of their Smartphone, broadband and PAYG deals.
Prior to the festival the campaign was communicated across press, outdoor, print and online, however it was during the festival that the fun started. Polaroid frames were scattered around the site allowing the crowds to have their faces shown on the JT main stage screen if they tweeted the pictures with #JTFREEstival. Motion activated glow bracelets, special RGB wallpaper, JT FREEbies and a JT arena all contributed to the atmosphere that made Jersey Live a sell out for the first time.