Virgin Media, in partnership with Manning Gottlieb OMD, has today released its first 3D virtual reality campaign. An extension of the VIVID 200 house party TV ads and 360 digital campaign, the one of a kind 3D virtual reality film invites consumers to step inside a Virgin Media party and uses narrative techniques to involve the viewer as they move through the crowd.
The 2.5 minute film, which goes live on the 7th of April, has been produced for use with Samsung Gear but can also be experienced using Google Cardboard as a 360 extension within YouTube. The film can also be experienced in 3D using the dedicated Jaunt Smartphone application and in 2D using YouTube and Google Cardboard.
Virgin Media is the first major advertiser in the UK to tell a brand story based on its TV ad campaigns using live action film and a moving VR camera. This is combined with motion graphics and 3D sound to create a truly immersive experience.
As well as driving online interaction with the brand, Virgin Media is using the Virtual Vivid House Party to boost in-store customer experiences, making the video and specially made headsets available throughout 20 high street stores across the UK.
Kerris Bright, Chief Marketing Officer, Virgin Media said: With 360 video and 3D virtual reality technology we're taking our communication to the cutting edge and creating immersive experiences we know resonate with our audiences. Virtual reality will play a huge part in the future of advertising helping customers do more and experience more with our brands and our products.
Sam Battams, Technology Innovation Director, Manning Gottlieb OMD adds: We're very excited to work with Virgin Media on their first virtual reality experience. We see virtual reality as part of a new wave of technology that enables brands to interact with consumers using more immersive, sensory forms of content. Virgin Media demonstrate leadership and bravery by being the first UK brands to adopt this technology to tell a brand story, something we think will place them in an advantageous position as this type of technology takes off. We can't wait to see this roll out across stores.
About the experience
The film begins with the viewer entering the VIVID House Party. They are then led through the party towards the DJ and are greeted by the partygoers around them, filmed using a moving robotic buggy again, a UK first for VR film. After an accident causes the party to grind to a halt, the viewer saves the day thanks to Virgin Media's VIVID 200 broadband by connecting to Spotify to restart the party.
The film was shot and directed in collaboration with Vision3, a leading 3D stereo technology company whose recent work includes Oscar winner Gravity and Disney backed Jaunt VR, a Palo Alto VR studio. It used a one-of-a-kind cutting edge 26 lens 360 camera, the film was a single take shoot using over 100 cast members and a technical crew of 90.
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Virgin Media, in partnership with Manning Gottlieb OMD, has today released its first 3D virtual reality campaign. An extension of the VIVID 200 house party TV ads and 360 digital campaign, the one of a kind 3D virtual reality film invites consumers to step inside a Virgin Media party and uses narrative techniques to involve the viewer as they move through the crowd.
