Company

In spring 2023, Elton John played 10 nights at The O2 on his Farewell Yellow Brick Road tour. The O2 marked the run with a special award.

The O2 is run by AEG and is one of the busiest venues in the world, with a 20,000-capacity arena and more than 10 million visitors a year. Its naming partner, O2, rewards its customers through Priority, its rewards platform and app, which offers early access to tickets, fast-track entry and lounge access.

AEG’s digital and partnerships teams worked with Rocket Entertainment’s digital team, which looks after Elton John, to make the most of the run. Ten nights meant around 200,000 fans, and every one of them was posting about it.

Challenge

The best content from the ten nights wasn’t coming from The O2. It was coming from the fans: the singalongs, the outfits and the selfies from a night they’d never forget, plus Elton John’s own channels. But it was spread across thousands of personal feeds, where The O2 couldn’t use it or learn from it.

That was a missed chance for O2 Priority too. Real fan content is the best way to build attention and hype. People trust it far more than branded posts, and it shows what being there actually feels like. Inside Priority, it could give O2 customers a reason to keep coming back to the app, to relive the night and see what everyone else had shared.

Many fans were also making a one-off trip. Without a reason to sign up, The O2 would never hear from them again.

And online, the best fan moments only reached people who went looking for them. Around 20,000 fans walked past the screens inside The O2 every night, and The O2 wanted those screens to feel part of the Elton John nights too.

Solution

So AEG and Rocket partnered with Amondo to bring all ten nights together inside the O2 Priority platform, then put the best of it on the screens inside the venue.

Every fan’s night, in one Gallery

An Elton John Gallery, a curated feed of posts, photos and videos, went live inside O2 Priority. It pulled in the best fan content from each night alongside Elton John’s own posts, so fans could relive the show and find themselves in the crowd.

A “Tag us #TheO2” tile in the Gallery invited fans to share their own photos and videos from the night. Behind the scenes, the Amondo platform pulled every tagged post alongside Elton John’s own posts into one searchable library. After each show, AEG’s and Rocket’s teams curated it, picking the best moments and publishing them straight into the Gallery. It was embedded once inside Priority, so every update went live instantly, and the same library fed the screens in the venue.

Partner offers fans actually clicked

Amondo’s Click-Through Tiles turned that attention into action. Sitting inside the Gallery between fan photos, they promoted Priority’s perks to O2 and Virgin Media customers, from early tickets to fast-track entry and lounge access.

Timing and context did the work. Fans were browsing the Gallery while they were still buzzing from the show, surrounded by real photos from people just like them. An offer for early tickets or fast-track entry at that moment felt relevant, not random, so fans were far more likely to tap through and act on it. And every click was tracked, so The O2 could show its partner exactly what the activation delivered.

From one-off ticket to known fan

Another Click-Through Tile asked fans if they wanted more from The O2, and linked straight to its sign-up page for first access to tickets and offers.

That turned a once-in-a-lifetime night into a reason to hear from The O2 again. Every sign-up was a first-party contact who had chosen to hear from the venue, and The O2 knew exactly what had brought them in.

That makes for much better remarketing. Instead of a generic newsletter, The O2 could reach these fans with shows they’d actually want to see, through its own channels, rather than paying to find them again on social. Fans who came for Elton John could become fans of the venue too.

Fans on the big screens

The best fan posts also went up on The O2’s in-venue digital screens with Amondo’s screen solution. Fans arriving for the show saw other fans’ photos and videos up on screen, with their own just a hashtag away.

It made the build-up part of the night, not just a wait. Fans got to see themselves and each other as part of something bigger: ten nights of Elton John, shared by everyone who was there.

It also kept the loop turning. Fans who saw other people on screen posted their own to get up there too. That meant more content flowing into the library, a fuller Gallery in O2 Priority, and more fans finding their way to the Priority offers and The O2’s sign-up.

Results

Fan content from the ten nights didn’t disappear into personal feeds. It was seen 2.2 million times across O2 Priority and The O2’s in-venue screens, and fans didn’t just scroll past it. An interaction rate over 300% means the average visitor tapped, opened or played content more than three times.

That attention turned into action, too. About one in every 14 fans who saw an offer clicked through, going from Elton John’s show straight to the offers in the Gallery. And because it all happened in O2 Priority and on The O2’s screens, every view and click could be measured.

For AEG, it showed what a headline run could do beyond ticket sales: real fan moments inside its partner’s platform and on its own screens, partner offers people wanted, and the results to prove it.