Vodafone partnered with American Express presents BST Hyde Park and Elton John and delivered a unique augmented reality activation dedicated to NHS and Frontline workers. AEG, Vodafone and Rocket Entertainment worked collaboratively to create attribute to NHS frontline workers during the first year back after three years due to Covid-19. Vodafone created a European first for festivals to celebrate the return of the iconic London event, the performance used cutting-edge AR technology to take Elton’s show to the next level.
The AR experience was activated during the singer’s headline performance at BST. The performance celebrated the resilience and selflessness of NHS and frontline workers, without whom the return to live music would not have been possible. The spectacular time-synced 3D imagery told an impactful story of their unrelenting support during the pandemic and the resilience of the nation.
As a further token of thanks, AEG offered exclusive ticket access for Vodafone and Elton John to run a prize draw to offer NHS workers the chance to win exclusive ticket access to the sold-out show.
The tribute through Vodafone’s #FeelTheConnection in AR campaign not only celebrated the festival’s return to live after a turbulent couple of years for the nation, but brought the campaign to life through pushing boundaries with AR technology in a never-seen before way at a live outdoor performance.
Collaborating between event owner, brand and artist unlocked the power of live music and a meaningful campaign, dedicating the experience to our NHS & Frontline heroes of the nation.