Amplify + Google Cardboard bring Abbey Road to life...
ChallengeAmplify were challenged to get Google Cardboard into the hands of young people, showing them how easy it is to experience virtual reality in everyday life.
InsightMost people have never had a VR experience and see the technology as inaccessible, but we know one of the most powerful things about VR is seeing others enjoy the experience and trying it for yourself – especially when it’s mobile!
Strategy The strategy was to create a larger-than-life experience around Google’s Abbey Road App and the iconic studio, showing those unfamiliar with tech how they could experience VR at their fingertips.
Inside Abbey Road
At the heart of the campaign Google and NME distributed Google Cardboards in 10 locations around the UK, creating ‘mini moments’ in high footfall locations. To support this, Amplify created bespoke boxes seeded to over 200 influencers to introduce them to Google Cardboard and the Inside Abbey Road app. They included a Google Cardboard headset, headphones and information on the project, and were beautifully designed to encourage social sharing.
We complemented this nationwide activity by creating a centrepiece at King's Cross Station for three days. We built a replica of Abbey Road’s world-famous Studio 2, where guests were given the chance to demo the app inside a giant Google Cardboard structure. This allowed commuters to feel as if they had entered the legendary studio both physically and virtually.
We invited fans to take part and share an iconic moment at the end of the experience, by having their picture captured on the steps of Abbey Road Studios or on the crossing made famous by The Beatles. Guests were given an exclusive NME magazine and Google Cardboard headset so they could take the experience home.