Anyone can submit their ad and will receive £1,000 if their work is selected to air on the Current TV channel and website, or up to £25,000 it is screened elsewhere.
Bluebook allows O2 customers to back up their contacts, text messages and photos from their mobile. Competition ads must show either what it would be like if you lost everything stored on your mobile or what life would be like knowing nothing is lost.
Current launched user-generated ads in the US in 2006 and its users have produced ads for Sony, L'Oreal and Toyota among others. It claims that on average a creative brief generates about 100 submissions, with four or five selected to air on the network as well as the website.
Sally Cowdry, marketing director of O2 UK, said: "This partnership allows us to once again push the boundaries of traditional marketing initiatives.
"User-generated ads offer a unique ability to engage widespread and diverse creative talent on behalf of a brand."
Current TV was launched in August 2005 and is broadcast in the US, and on Sky and Virgin Media in the UK and Ireland. It is aimed at viewers aged 18-34 and features a combination of professional and user-generated short video shows, typically under 15 minutes in length.
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