Solution

With no crowds outside and no access to the event itself, we wanted to bring the red-carpet experience to fans at home. To connect the virtual and in-person audiences, we used hologram technology, never-before-seen in this context, to devise a once-in-a-lifetime experience for existing and prospective customers. A huge pre-awareness campaign via email, social channels and PR directed people to a bespoke microsite, where presenters Stacey Dooley and Vick Hope explained how the experience would work. After filling in their details and selecting their avatars, they were entered into a draw for the chance to be beamed up onto the red carpet for a one-to-one conversation with their favourite celebrity. The event itself was live-streamed while our on-site team created 30-second video highlights reels. This footage was used by broadcast, print and online media, resulting in additional brand exposure for Virgin.