Mobile Interactive Group (MIG) and O2 picked up the award for 'Best use of Mobile' at the recent 2007 IMA (Interactive Marketing and Advertising) Awards in London for designing, delivering and implementing ground breaking interactive mobile services at The O2.
The project was the brainchild of O2 and was created specifically to reward its customers for brand loyalty; to demonstrate it's commitment to music and entertainment; and to showcase the latest in mobile technology and consolidate O2's position as a leader in mobile music and event-based mobile interactive services.
Winning concepts that have been implemented at The O2 include:
Priority Ticketing - O2 customers can book priority tickets to concerts at The O2. Customers can text in to receive a unique PIN which is used to activate priority booking of tickets through the Ticketmaster website.
O2 Create - visitors to The O2 can star in their own music video and create their own personalised mobile video experience, downloadable via mobile and the O2 website
Blueroom bar - an exclusive bar for O2 customers in the Arena. Customers can text the keyword BLUEROOM to 60202 to receive a unique barcode, which is scanned to gain entry to the blueroom bar.
Text the Jukebox - visitors in the blueroom bar and O2 lounge can control the music by sending their song requests to the shortcode, 60202.
Text Wallpapers - while in the Blueroom bar, guests can vote for their favourite ambient graphics on the wall by texting their choice to a shortcode.  Winning graphics are projected on to the main wall in the bar.
The O2 WAP site this hosts a multitude of content for O2 customers, including event info, indigO2, exhibitions, film listings, a venue map, mobile video and more
O2 Upgrade - by texting the keyword  UPGRADE, customers have the chance to win upgrades on arena event days, including VIP passes and access to the VIP lounge.
O2 Concierge a ticker screen, located in the entrance to The O2, which is dedicated to the promotion of mobile services.
Send 2 Screen - visitors can share their SMS and MMS messages by sending them to large screens located throughout the venue. This service is moderated.
The judges said the campaign was ground-breaking and encompassed all touchpoints to fully engage the audience and that it manages more than any other UK mobile campaign to put mobile at the centre of the overall experience.
MIG developed the interactive service concepts (creative, interactive and technological) with O2. MIG's core gateway technology and multimedia delivery platform, MIDAST powers every SMS, MMS, barcode, WAP and video interaction at The O2.
Commenting on the award, MIG Business Development Manager Anthony Nelson says:
MIG and O2 developed a range of pioneering mobile interactive services for The O2 which bring together innovative text, mobile video and music technologies, from free- standing wireless installations to exciting services delivered directly to the handset.
The competition was tough so winning the award is a tremendous success for the MIG team.
Amanda Jennings, Head of Sponsorship for O2 UK adds:
From concept through to development, all aspects of the user experience have been paramount to ensure all visitors to The O2 receive a personalised mobile experience. Music and entertainment are central to The O2's success and over the duration of the 3-year contract, we will continue to work closely with MIG to ensure the venue offers an unforgettable customer and brand experience for all visitors."
Separately, MIG has revealed that as a result of its increasing focus on creative mobile solutions and the success it has experienced in this area, it has launched an in-house digital solutions agency, Digital Jigsaw.