EE claims 5G AR gig first
December 2, 2019
UK multiplay telco EE is claiming the world’s first augmented reality, multi-location gig over 5G, starring British band, Bastille.
Crowds of passengers at Birmingham’s New Street Station were stopped in their tracks as the group, led by frontman Dan Smith, performed its iconic track Pompeii during a busy rush hour.
Meanwhile, fans passing through bustling city centres in both Liverpool and Edinburgh live streamed the one-of-a-kind performance in real-time using Nreal’s mixed reality glasses and the latest Samsung devices, including the Samsung Galaxy Fold 5G, powered by EE’s 5G network, which is available in the most places in the UK.
The audio-visual extravaganza was presented as a 360-degree experience, giving fans a front row seat at Bastille’s performance, complete with stunning augmented reality graphics, which featured city walls tumbling down, yetis and digital trains, making it a commute to remember.
This showcase of 5G powered technology was captured for EE’s upcoming brand campaign, scheduled to appear on screens in the New Year. The campaign will inspire customers with the new and exciting ways in which EE’s 5G network can elevate everyday experiences – in this instance, making the impossible possible, even in the busiest places.
“With 5G, our customers can enjoy immersive experiences no matter where they are, even during their commute and in the busiest places,” advises Pete Jeavons, Marketing Communications Director at BT and EE. “We’re saying goodbye to the days of refreshing our screens while waiting to get out of the station into a less congested area. This extraordinary AR performance from Bastille in three cities simultaneously, is a great demonstration of what’s now possible for our customers with 5G.”
EE switched on the UK’s first 5G network in May 2019, launching with 5G coverage in London, Edinburgh, Belfast, Cardiff, Birmingham and Manchester. More recently, EE has added 5G to Castlereagh, Guildford, Hamilton, Harlow, Hoddesdon, Kimberley, Lisburn, Maidstone, Sydenham, Watford and Wolverhampton, and has switched on its first 5G sites in Liverpool, Glasgow and Huddersfield.
The full campaign, developed by EE’s advertising agency, Saatchi & Saatchi London, launches in January 2020.