O2 has announced a new initiative whereby customers will help define their crowdsourcing strategy.

Using its social media platforms O2 will be inviting shoppers across the UK to tell them which brands they would most like to receive experiences and money saving offers from. O2 will use these suggestions to campaign on behalf of customers to create deals from the top brands via Priority Moments. The campaign marks the first time a major brand has used crowdsourcing to secure deals from other companies, on behalf of its customers.

Launched in July 2011, Priority Moments delivers money saving deals and enhanced everyday experiences from leading brands to O2’s 22 million customers across the UK. Since launch Priority Moments has provided O2 customers with access to over 3,400 offers from more than 300 brands across the UK, providing a total saving of over £7.5m. Recent offers have included some of the UKs best loved brands such as Ocado, HMV, Odeon, BHS, Toni & Guy and Accessorize.

O2 Marketing and Consumer Director, Sally Cowdry said: “Priority Moments is all about creating great experiences and adding value for our customers. Now we want to take that a step further by asking them to tell us what brands they would like us to approach for new offers via Priority Moments. We recognize that times are tough and budgets are tight across many UK households so this is a further demonstration of how we’re listening to our customers and promising to deliver on their behalf. So whether it’s helping towards a family day out or providing extra value for a shopping trip we’ll be campaigning to provide more great offers for O2 customers.”