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Inside Abbey Road
Amplify + Google Cardboard bring Abbey Road to life...
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 + Strategy
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.
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.
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.
people demoed the Inside Abbey Road app on Google Cardboard
Google Cardboard headsets distributed
social shares over three days
special edition NME magazines distributed
spent in the centre of high footfall King's Cross station
heavy OOH campaign