At Capital’s Jingle Bell Ball 2024, Global and Barclaycard set out to do more than create a moment – they wanted to activate fans in a way that made behaviour visible, measurable and actionable.

Attendees were invited to interact through live, interactive branded content experiences displayed on the on-stage screens at The O2 in London.

What could have remained a passive social interaction was transformed into a live, in-stadium experience, bringing fan content together and making attendees feel part of the moment by allowing them to see themselves on stage.

At the same time, Barclaycard became a natural part of the fan experience, with branding built into the activity so the focus stayed on fan participation while generating useful first-party data for future marketing.

The partnership was built around three clear pillars: activating audiences through interactive formats, capturing real behaviour, and being able to connect that behaviour to outcomes.

Using Amondo’s content intelligence platform, real-time interaction behaviour was captured at scale — creating clear behavioural signals that showed what resonated with fans.

A long-standing partnership with live music

One of the UK’s biggest live music events, Capital’s Jingle Bell Ball — organised by Global – brings together global artists and thousands of fans around a shared cultural moment.

As headline sponsor since 2020, Barclaycard has played a central role in enhancing the fan experience, from pre-sale ticket access to VIP benefits. 

With a newly extended five-year partnership with Global, Barclaycard sought to go further — moving from presence to participation and from visibility to behavioural insight.

Amondo’s content intelligence platform became central to that shift, enabling Barclaycard to activate fan interaction, capture how audiences actually behaved, and turn those signals into clarity on what worked – not just at Jingle Bell Ball 2024, but for future events to come.

Designing a real-time interaction layer for live audiences

With thousands of fans interacting live from The O2, Global and Barclaycard required a solution that could capture, structure and surface real-time audience behaviour.

Rather than relying on time-consuming manual processes, they needed a fast, dynamic platform that could:

• Capture audience interaction across multiple entry points

• Ensure brand-safe, moderated content appears on-screen instantly

• Integrate Barclaycard branding natively within interaction formats

• Deliver a high-energy, interactive experience that makes fans active participants and feel part of the experience

Amondo provided a fully integrated interaction layer that transformed distributed fan attention into a live, on-stage experience. 

Fans were invited to submit photos and videos of themselves enjoying the concert, which were then brought on stage in real time, placing the audience at the heart of the show rather than around it.

Turning live audience interaction into measurable behaviour

Amondo’s content intelligence platform pulled fan interactions – such as photos and videos – into one place through QR codes and easy-to-use web forms, to create a measurable, interactive experience:

• Unifying interaction - Amondo brought fan contributions together by letting attendees upload photos and videos directly using a QR code and a simple web form, making it easy for everyone to take part.

• Custom-designed on-stage screen solution - A tailor-made digital display experience, featuring a dynamic, visually engaging layout that brought fan content to life.

• Real-time moderation - A collaborative moderation process between Amondo, Global, and Barclaycard ensured that only high-quality, brand-safe content was featured on the audience engagement surface. 

• Sponsorship value and brand exposure - Capital, Barclaycard, and Disney branding were woven naturally into the display, reinforcing the sponsorship while keeping fan content front and centre.

A scalable, intelligence-led live deployment

Amondo’s solution was deployed in a phased approach to ensure coordinated execution on the night:

• Pre-event setup & testing - Amondo worked with Global and Barclaycard to design and test the event engagement interface, ensuring smooth integration of branded assets and a smooth workflow for real-time content moderation.

• Live aggregation & moderation - As fans shared content on social media and via the Submission Tile, Amondo’s platform automatically pulled that content in, while the moderation team (Amondo, Global, and Barclaycard) made sure only the best content made it onto the screens.

• In-venue fan engagement via QR code uploads - To maximise participation, fans could submit photos and videos via a QR code, making it easy for those who weren’t posting on social media to take part.

• Dynamic on-stage content display - Throughout the night, curated fan content was displayed on The O2’s massive stage screens, creating a high-energy, immersive experience that put the audience at the centre of the show while making sure Barclaycard’s sponsorship remained visible in a natural, engaging way.

Delivering real-time behavioural insight at scale

The Amondo Gallery created a highly engaging fan experience while giving Global and Barclaycard clear insight into how fans interacted during the concert.

• Hundreds of real-time photos and videos from attendees were captured and surfaced on stage, turning audience participation into an integral part of the show.

• Seamless brand integration ensured Barclaycard’s assets were embedded within the experience without feeling intrusive.

• An enhanced fan journey created an exciting, interactive moment that fans actively engaged with.

• Amondo gave Global and Barclaycard first-party behavioural insight into what resonated and what to scale going forward.

• The experience was a scalable solution that Global and Barclaycard will continue using at future events to enhance live audience participation.

Looking ahead: expanding real-time fan engagement and understanding data

Following the success of Capital’s Jingle Bell Ball 2024, Global and Barclaycard will continue to use Amondo's content intelligence platform across future events to activate live audiences, power sponsorship engagement, and capture first-party behavioural data that goes beyond what third-party platforms and social media expose.

For brands delivering live events, Amondo provides a scalable content intelligence layer that transforms live audience interaction into measurable behavioural insight. 

See how other brands are bringing this to life with Amondo.