Marketing first revealed in February that BT was to sponsor a series of live music and sports screenings under the London Live banner in partnership with The Mayor of London’s office, The Royal Parks and Tower Hamlets council.
The events will take place in Hyde Park, Victoria Park and Trafalgar Square from July to September. They are free with the exception of two ticketed concerts to mark the Olympic Games opening and closing ceremonies.
Speaking to Marketing at a press conference at the BT Tower today, David James, marketing director of BT consumer, said that with so much activity around the Olympics, BT wanted to find a way to achieve cut through and London Live will enable it to do that.
He added that by giving away "tens of thousands of tickets" to events it would enable those who did not get tickets to the Olympics to join in and allow the brand to "give something back".
As well as promoting the brand through the activity, it will be marketing all of its consumer products, including BT Infinity and WiFi.
The events will include giant screens to broadcast the Games, 'have-a-go' sports activities, pop-up bars and live music.
News International is BT's print media partner and will be promoting London Live in its newspaper titles The Sun, The Times and The Sunday Times.
Also at the press conference, Mayor of London Boris Johnson said there would be an 'unprecedented' number of events across the capital in London’s Victoria Park, Hyde Park and Trafalgar Square this summer.