O2’s Live Comedy gigs, run as part of their Long Weekend promotion, were advertised on local radio through a text in and win competition whereby winners were sent a mobile ticket allowing them access to the Live Comedy gig at a local venue that night. The mobile ticketing mechanic was an ideal addition to the O2 promotion as it tied in O2 mobile customers to a radio ad and last minute ticketed gig that would not allow traditional paper ticketing processes to be used. It also highlighted the innovative and mobile based ethos of O2 and the O2 brand. Through the instantaneity of the mobile mechanic O2 customers were able to enter a competition, receive their ticket and gain entry to a gig all with their mobile.