The first integrated campaign on TV and mobile where (real-time 360 degree) filmed content could be controlled by the audience.

We created the worlds first 360 degree dual screen television broadcast.

Viewers could not only watch the TV content, they could control the camera in real time.

The UK's leading tech show was about to embark on its first world tour.

To get the message across, we created:

- a bespoke 360 degree TV & mobile integration technology

- a dual-screen TV ad, scripted, shot and edited (and set dressed) for mobile integration

- a mobile application that integrated frame-by-frame (30fps) with the TV broadcast

On TV, the presenters left the screen on a 'world tour' of the studio – the TV cameras did not follow them. Only with the mobile app could you follow them around the studio.

In real time, the app was perfectly synched to the TV broadcast at 30 fps. It gave the viewer total control of the cameras.

Early adopters are a tough group to reach. We knew if we reached them in the right way, they would influence the main target audience of technology enthusiasts. Surprisingly, over 30,000 early adopters downloaded the app in advance and used it to synch with the promotion broadcast. This created a hard core of credible influencers. We wanted it to be organic and have them find it for themselves. We did not think so many would go to the effort of downloading the app in advance of the one-off broadcast. Tech enthusiasts followed the early adopters online, and uploaded their own clips of the TV broadcast and 20,000 more people watched those via the integrated iOS system. On Twitter it generated significant social traffic but unfortunately this was not monitored. Some social tags said ‘this is the best TV ad I have ever seen.’ We also saw significant numbers hit the Channel 5 website to view it with their iOS devices again and again.

This work was seen as a great success by the client and by the target audience.

The Gadget Show World Tour went on to be a complete success…

Judging Instructions:

1) Watch the SHORT film first (the main film is too long)

2) Open the app and have it running on device

3) Play the supporting film, the app will react to this film