Capital live-streamed its annual Jingle Bell Ball on social media for the first time, with the concert viewable live on Twitter over two nights.
The event took place at London’s O2 arena over the evenings of 8 and 9 December. It was streamed on Capital’s Twitter account, @capitalofficial, as well as the radio brand’s website and app.
The stream featured pre-roll ads for Coca-Cola, the Jingle Bell Ball's sponsor.
Meanwhile, the Capital Twitter account produced video clips, such as interviews and backstage highlights, that were also pre-rolled by Coke.
MediaCom planned the media for the deal.
Artists performing at this year's event included Little Mix, Rita Ora, Ellie Goulding and Olly Murs.
Alec Mellor, marketing manager at Coca-Cola Great Britain, said: "Capital’s Jingle Bell Ball is a highlight of the festive season for those who attend and we wanted to make sure more people had the chance to enjoy this amazing event."
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