O2 5G Live Rugby: How O2 got three million fans cheering for an event it wasn't allowed to talk about

Telecommunications service provider O2 launched a 5G campaign at the 2019 Rugby World Cup in the UK.

Introduction

5G as a technology is new, improved, and so far completely irrelevant. No one has it. Its benefits are measured in milliseconds of latency and wavelengths, not human impact. Its greatest effect is still to be discovered. And yet we put it at the heart of O2's most visceral, most unplugged campaign: the rugby world cup. Why?

This is a paper about how good digital marketing doesn't just use technology, it makes it matter. Technology is easy to talk about, and hard to bring into the real world where it has an impact on the people marketing should care...

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