O2 is running an image recognition campaign in support of its Priority initiative, which aims to highlight the exclusive experiences O2 customers can receive from the network operator, including free tickets to events at The 02.   
The campaign offers O2 customers the chance to win tickets to one of the New Years Eve events at The O2, featuring Elton John, 2ManyDJs and Hed Kandi. It centres on the latest O2 ad campaign, encouraging customers to interact with it using their cameraphones.
The ad campaign features posters, press, TV, online and in-store ads showing the word Priority, with the letter i resembling as a door. O2 customers are invited to take a picture of one of the ads and send it as a multimedia message with the subject NYE to the Shortcode, 63333. A few minutes later, the image is returned to them, but with the door in the word Priorityrevealing either a Christmas scene, or an image of The O2 the latter signifying that the customer is a winner.
The campaign has been developed by archibald ingall stretton in partnership with Kooaba, which specialises in image recognition technology. Customers are being alerted to the campaign via altered versions of existing above-the-line executions, as well as emails, SMS and national press advertorials. archibald ingall stretton has also created an iPhone app in support of the campaign.