EE's long-running 'Orange Wednesdays' promotion may have ended in February, but a cut-price trip to the cinema could still be on the cards for some film fans.
In a cheeky marketing stunt - which both hails the famous EE promotion and pokes fun at it - O2 is offering free cinema tickets to a limited number of consumers.
"We’ve got a pair of cinema tickets for first 200 people who send us the special ‘Orange Wednesdays’ SIM that lived in a drawer for six days of the week," O2 noted.
"You know the one - you sneakily ordered it years ago, just so you could take someone to the pictures."
O2 said that, following the demise of 'Orange Wednesdays', thousands of people will be left with a SIM card that is "now just pointless".
The operator said its rival's promotion - originally introduced by Orange and carried on by EE following the merger with T-Mobile - was "admittedly great".
Indeed, O2 claimed EE has taken away "the only decent thing about Wednesdays" by, noting that everyone is "pretty upset about it".
"To wave a fond farewell to 'Orange Wednesdays', we’re taking it upon ourselves to extend it for a bit," O2 added.
"All it’ll cost you is that old, now-defunct Orange or EE sim."