Telefonica-owned British mobile network O2 has teamed up with Snap to celebrate the 10^th anniversary of The O2 Arena, London.

The partnership will see a Spectacles Snapbot arrive at the arena on the day of one the upcoming shows there. Fans present for the Snapbot will be given the chance by O2 to provide footage for the first-ever user generated Snap Ad. The Snap Ad will also feature content from the arena, including a backstage look.

In addition, the collaboration will also include artist Geofilters on show days, along with a nationwide Geofilter arriving on 22 June.

On top of the Snap partnership, guests to the arena will have a chance to take part in a livestreamed game show, hosted by Vernon Kay, where they can win VIP passes to shows. For those unable to take part in person, the show will be simultaneously livestreamed via Facebook Live with viewers using Facebook reactions to get involved in the show.

Furthermore, O2 customers at the venue will receive geo-targeted pre- and post-show SMS and MMS, along with wi-fi triggered messages, offering exclusive discounts and upgrades. O2 customers will also receive Priority queue and lounge access via the O2 Priority app.

Other miscellaneous events surrounding the celebrations include the fans being welcomed by a marching band on show nights, playing songs from the artists performing that night; the chance for fans to have their name in lights outside the entrance; and the chance to win thousands of prizes throughout the celebrations.

“We are really excited to be celebrating The O2’s birthday by saying a huge ‘Thank you’ to fans for the 10 amazing years we’ve shared together,” said Jules Arnott, marketing director at The O2. “O2 have been an instrumental, and inspirational partner for us from the very start. The scale of the celebrations they’ve built around our birthday shows is testament to that. From life size cakes, presents for the fans and spectacular onsite activations, they’re truly marking The O2’s decade of success in style.”