Entertainment Lions For Music > Excellence in Music
R/GA NEW YORK, New York / SAMSUNG / 2018
Overview
Credits
CampaignDescription
The largest VR livestream concert performance in history.
The full Coldplay concert captured and streamed exclusively via Samsung VR Live Pass membership, available to watch on the Gear 360 headset or the Samsung Mobile VR app, giving fans a one of a kind immersive experience.
Execution
Using 17 stereoscopic 360? VR cameras, 14 4k cameras, over 12,000 ft of fiber optic cabling, two satellite transmission trucks, and real time high-tech live stitch and render servers combined with live audio mixing, color timing and motion graphics, we captured the full concert and streamed it live in VR for the first time ever.
Not only was the production a feat in itself, but the reach was unprecedented, with the livestream being broadcast to over 50 countries across the globe.
Outcome
The largest VR livestream in history
21% increase in awareness of Samsung Gear VR
48% increase in interest in Gear VR
9.6 million impressions of the livestream
57.4% increase in active user engagement
11.2% increase in new users on the VR mobile app
88MM+ digital and social media impressions
Relevancy
We leveraged the Samsung Gear 360 - the most immersive and entertaining platform around, and combined it with one of the most iconic bands in the history of music via a partnership with LiveNation, to deliver original and exclusive VR content experience to millions of Coldplay fans around the world.
Strategy
Our strategic approach was to capture the attention of Coldplay fans around the world who were unable to attend in person, and invite them to an exclusive concert livestream only accessible with the Gear 360 and Samsung Mobile devices - perfectly aligning with the brand’s overarching philosophy of Do What You Can’t.
By targeting the audience of a band with millions of fans in over 50 counties, we were able to create a global cultural moment and introduce our platforms / devices to thousands of new consumers in a never before seen way.
VR was the only medium that could make this happen.
Synopsis
Situation
Coldplay have one of the most far reaching, global fanbases in the world - in an estimated 50,000 cities. But many of their most passionate fans will never get the chance to see them play live.
Brief
Partner with Coldplay to create an immersive VR concert livestream, enabling fans anywhere in the world to experience the band’s jaw dropping live show via their mobile device or Gear 360 Headset.
Objectives
Position the Samsung Gear 360 headset as the ultimate ticket to the best gig on earth.
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