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Guests attending the event were greeted by Capital Street Stars sat in giant umpire chairs along Olympic Way. They were also able to pose for pictures in a giant ‘Capital’ installation.

As part of Vodafone’s presence at the event, which was organised by the brand's in-house team alongside agency Wasserman, passers-by were given the opportunity to take part in an interactive quiz, answering ten questions to find out what their '#First' experience would be, whether it was to feed reindeers in Lapland, swim with dolphins, get signed to a record label or any of the other 40 options. Participants could also choose their own #First, which included meeting One Direction and getting their first Vodafone smartphone.
 
Guests could also have their photos taken and were asked to make the face they would display as they experienced their #First, which they could then share on Facebook to be in with a chance of winning prizes including backstage tours, Golden Circle tickets, new Vodafone branded smartphones and tablets, and a chance to meet The Vamps.

Vodafone also hosted a Recharge Camper Van on site to ensure that all concert-goers could give their phone batteries a boost before entering the stadium, as well as a Vodafone Nail Bar in the stadium's VIP Suite, which was staffed by eight beauticians who offered guests an express manicure using Vodafone red nail polish.

The brand also activated its Vodafone Firsts campaign during the event, giving upcoming pop band Only the Young the chance to perform their first-ever stadium gig, appearing alongside Pharrell and Miley Cyrus.

The band was put forward for a public vote alongside three other emerging acts, and received more than 7,000 online votes. Only the Young also created a crowd-sourced music video at the event by using

Barbara Haase, Vodafone Group’s brand director, said: "It is exciting to be able to use mobile technology to create a crowd-sourced music video to capture the band and the audience’s reaction to the latest Vodafone First."

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