Virgin Media brings the Bafta red carpet to viewers' homes
Following the Bafta TV Awards earlier this week, Virgin Media and RAPP UK created an immersive red carpet experience for TV fans using Google cardboard.
Event sponsor, Virgin Media, allowed its customers to get up close and personal with the red carpet glamour from the comfort of their own homes.
The robotic photo experience transported home viewers to the red carpet, using a 360 live stream that captured shots of event guests and provided plenty of behind the scenes fodder, including interviews with award winners.
Three 360 cameras were positioned along the red carpet to create an immersive view with live commentary from TV favourites Scarlett Moffatt and Tom Read Wilson.
TV fans were also able to virtually walk down the red carpet in real time, used the Google cardboard VR headsets and their mobiles. All they had to do was scan the QR code from Virgin Media's YouTube channel where they could then livestream the live 360 VR red carpet experience.
Additional features included RoboPap, a robotic camera arm which was placed in the middle of the red carpet and took high res pictures of guests on arrival - so viewers didn't feel like they missed out. But best of all, those watching from home were also offered the opportunity to enter an interactive competition live from the red carpet, in which they could win tickets to next year's Bafta TV Awards do. All they had to look out for the hidden letters in the stream and to share their findings on Virgin Media’s Twitter account.
Sid Gordon, creative director at RAPP UK says, “We’re proud to continue to evolve the red-carpet experience for viewers and the stars alike. No more canned questions and basic hand-on-hips posing—we are bringing authenticity from the top of the red carpet all the way to the door for our customers through a revolutionary, immersive experience.”
All interactive content ran on Virgin Media’s Instagram, Facebook and Twitter channels.
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RAPP is a global, data-driven creative community that builds direct, meaningful and high-value relationships between brands and people. At RAPP, with our unrivalled depth of expertise in first-party data, we’ve been observing and cataloguing real people’s lives for 50 years. In today’s world the balance of power has shifted, and customers are in control, which is why we put people and their preferences at the heart of the brand experience. With a talent base of more than 1,600 professionals in 18 offices, we help brands grow the value of real people by understanding what really matters and creating experiences that are right for real people, with real needs, in real time, creating marketing that matters. Our expertise in data and marketing sciences allows us to deliver our clients actionable human insight - an incredible understanding of genuine motivations, observed transactions and actual interactions. Our process reflects how real people think; we balance the left brain and the right, and we do our best work when we bring Precision and Empathy into balance. Building on our data foundation, RAPP delivers a range of capability across social, digital, customer experience and technology.
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