It’s been a long lockdown for music fans who have been eagerly awaiting the return of the live events. Finally, in some parts of the world, these fans can  put down their headphones, dig out their dancing shoes and get ready to see their favourite tracks played live outside, with a crowd of other excitable gig-goers.

OREO and Global, the Media & Entertainment Group, have sensed this thirst for festivals and are coming together to host an exclusive live music event in London: The Capital Weekender Live with OREO. Music fans will be able to enter to win tickets to the exclusive gig by scanning a QR code on a Capital Weekender Live with OREO ad featured on Global billboards nationwide.

To welcome back live events with a bang, Capital Dance presenter MistaJam will be hosting the rooftop party on Friday 27th August at London’s Century Club. Lucky competition winners and attendees will be treated to sets from Top 40 chart-toppers Billen Ted and 220 KID and the iconic Jodie Harsh.

With Out-of-home advertising and live events both hit hard during the pandemic, this campaign signifies the role that brands can play both in supporting the industry and engaging with consumers via experiences and live events once again. 

OREO’s #BackToLive campaign promoting the event will make use of Global’s outdoor advertising estate, on-air, online and on DAX. Billboards nationwide will feature a QR code that music fans are able to scan to be in with a chance of winning tickets to the exclusive gig, encouraging them to go outside and interact with the ads. 

Capital listeners will also have a chance to win tickets live on air by listening to Capital and Capital Dance or visiting the Captial Instagram. And, for those that remain cautious of outdoor events, aren’t yet fully vaxxed or simply have grown to enjoy consuming music from the comfort of the sofa, the show will also be streamed live on Global Player to allow those at home to also be a part of the live experience.  

Rafael Espesani, Senior Brand Manager at OREO, explained: “OREO is all about playful connections which bring people together; so, we’re incredibly excited to create some very special moments for our lucky competition winners through the unrivalled power of live entertainment.”

This campaign underlines the fact that for experience-deprived consumers’ experiential marketing is a vibrant and valuable channel for brands.