Inside Abbey Road

Amplify + Google Cardboard bring Abbey Road to life...

Challenge

Amplify were challenged to get Google’s affordable Cardboard viewers into the hands of a mainstream audience, showing them how easy it is to experience virtual reality in everyday life.

Insight

Most 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 

We worked in partnership with Google Creative Lab to create a larger-than-life experience that heroed their Inside Abbey Road app - and the iconic studio. This mix of real-world and virtual reality showed those unfamiliar with this kind of tech how easily they could experience VR at their fingertips. 

Solution 

Inside Abbey Road

Haloing ATL and OOH advertising, we brought to life Google’s campaign with the all-important real-life experience. World- famous Abbey Road Studios were brought to life inside a gigantic Cardboard Viewer, where guests could interact with the space through their mobile and VR Viewer.

At the heart of the campaign was a Google x NME partnership, which included distributing 80k bespoke copies NME of and Google Cardboard Viewers in 10 high footfall locations around the UK. Amplify supported this by creating bespoke Viewers seeded to over 200 influencers to introduce them to Google Cardboard and the Inside Abbey Road app.

We complemented this nationwide activity by taking over part of Kings Cross Station for three days. Working with the team from Google Creative Lab, we built a replica of Abbey Road’s world-famous Studio 2, where guests could demo the app inside a giant Google Cardboard structure.

At the end of the experience, we invited fans to take part in, and share, an iconic moment, by having their picture captured on the steps of Abbey Road Studios or on the crossing made famous by The Beatles.

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