Utilities company SSE entered the entertainment space in 2011 through a ground breaking partnership with The SSE Hydro and continued to develop its venue proposition over the next few years with the acquisition of naming rights of the SSE Arena Wembley, and the SSE Arena Belfast. Material have worked closely with the brand since the very beginning of their journey devising and implementing creative communication campaigns and high impact experiential activity to engage with their wide base of energy customers throughout the UK whilst raising the profile of SSE within the entertainment space and awareness of their partnership with the venues.
Material have also worked with the brand and partners to create and additional platforms for SSE and In 2015, helped the brand’s deliver it’s ever presenting partnership with within the entertainment industry – SSE PRESENTS: The Who Hits 50! at The SSE Arena, Wembley.
Leveraging IP rights, assets, access to the band and consumer excitement Material created a brand led fan engagement campaign that included super fan surprise and delight, back stage meet and greets, an exclusive sound check experience for 200 lucky fans, green screen activity which allowed consumers the chance to recreate one of the bands iconic album covers, a Waterloo Station take over with a giant ‘mod-ified’ version of Guess Who for commuters to play for the chance to win tickets.
With a 341 % uplift in engagement targets, 100% social media positivity and with earned media achieving a reach of over 2 million, SSE presents The Who Hits 50! Has laid the successful foundations for future SSE Presents events, which in 2016 include SSE Presents Andy Murray Live, scheduled for the SSE Hydro with a high impact campaign to match the high impact game already underway!