Samsung / Rocking Your Reality
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world
Consumer electronics giant brings fans and musicians closer thanks to virtual reality
Samsung is bringing its virtual reality technology to festival goers in the UK this summer. The electronics brand partnered with rock band Biffy Clyro to create an immersive VR experience that puts music lovers at the heart of the group’s new video.
Visitors to Boardmasters, Glasgow Summer Sessions and Bestival will get to see Biffy Clyro’s Flammable video inside Samsung’s giant experiential structure. The Hypercube uses the latest in VR technology, 360-degree cameras and the Samsung Galaxy S7 smartphone to create the immersive experience.
Up to 50 festival goers can enter the Hypercube at a time and find themselves alongside the band.
As guitarist Simon Neil and co begin to play, pyrotechnics and laser lighting erupts around the fans, making them feel as if they’re actually in the band’s music video.
Contagious Insight /
Transforming the music experience / This is not the first time Samsung has utilised its VR expertise to bring something new to music lovers. Back in February the brand collaborated with electro pop group Years & Years to give fans a preview of their European tour using the Samsung Galaxy S7 edge and Gear VR headsets. Fans across Europe tuned in live to see the band perform their most famous tracks, with the option to switch between three different camera angles on their Samsung Gear VR headsets.
The tie-in with Biffy Clyro is another example the way technology can transform music experiences. It positions Samsung as forward-thinking in the minds of consumers, since the brand facilitates this exciting experience. It could also trigger an emotional response from people – a strategy that the consumer electronics giant has adopted in its marketing strategy. ‘We are, and we aspire to be, a brand at the intersection of technology, humanity and culture,’ Marc Mathieu, chief marketing officer, Samsung Electronics America told us for Issue 48 of Contagious magazine, which features a Brand Spotlight on the company.
Scaling tech / There’s still a novelty factor around virtual reality that gets people curious about this type of technology. However, to experience content in VR, consumers usually have to stand in long queues for the chance to try on a VR headset. This can be frustrating, especially at music festivals, where people are itching to see their favourite musicians live, rather than waste time waiting. The Hypercube tackles this by letting up to 50 people at a time into the installation.
The context of doing this at scale, during music festivals with hundreds of thousands of attendees, is likely to get those on the ground talking and encouraging fellow festival goers to try the Hypercube.
Contagious 48 features a case study on Samsung Electronics
This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.