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AEG Europe and O2 have launched The O2 in an intensive, integrated marketing campaign. In a shared vision, they have created the most exciting music, entertainment and sport destination in Europe.

As part of the marketing launch, Kyp Systems has created an O2 iKyp (a patented paper-based marketing tool) as a revolutionary communication solution to convey the extensive facilities and impressive concert line-up at the venue.

The iKyp is being handed out at various locations across London, including 50 tube and rail stations and given away with the Evening Standard newspaper. It is also being distributed through O2 stores and mailed to subscribers of the O2 newsletter. It contains a venue guide, an events listing section, instructions on how to get to the O2, a map of the venue and a seating plan of the arena.

A select number of the iKyps also contain winning vouchers for the venue in the form of a ‘magicSymbol’ card, which only reveal the prize when they are held up to a special camera. The cameras have been on location during distribution and are also located at the O2.

Nicholas Miller, CEO at Kyp Systems commented: “The launch of the O2 is an extremely exciting project for Kyp Systems to be working on. For a venture the size and magnitude of The O2, which requires a significant amount of information to be conveyed to the consumer, the iKyp is the ideal solution. The very nature of the iKyp, and its content, means that the recipient retains the message and is incentivised to head to venue in order to claim their prize or attend one of the listed events, using the iKyp’s advice on the best routes for travel to get there.

“The iKyp has a proven track record in improving marketing ROI, I am confident that the O2 iKyp will be a success.”