Immersive holographic technology was deployed at the UK’s EE BAFTA Film Awards to allow fans to interact with the global movie stars.
The activation, which was powered by EE’s 5G+ network, beamed fans live from the mobile communications company’s Bath store directly on to the red carpet at London’s Royal Festival Hall.
Film fans from Bath, which was recently crowned the UK’s ‘cinephile capital’, appeared as life-sized projections, interacting with the stars, appearing in photos and conducting virtual interviews with the event’s hosts, Jamie Laing and Sophie Habboo.
The celebrities who enjoyed live interactions with fans included Aimee Lou Wood, Mia McKenna-Bruce, Renate Reinsve, Inga Ibsdotter Lilleaas, Jacobi Jupe, Wagner Moura, Jay Lycurgo, Vogue Williams and Spencer Matthews.
Kelly Engstrom, brand and marketing communications director at EE and Plusnet, said: “By bringing film lovers from Bath on to the red carpet, this holographic experience demonstrated the power of EE’s 5G+ network and how it enables its customers to get the most reliable connection in busy, demanding places, so they can experience the moments that matter to them the most.
“It’s this kind of innovation that defines our partnership with the BAFTAs and Havas Play, and continues to push the boundaries of what audiences can experience.”
Tom D’Arcy, managing partner at agency Havas Play UK, which was behind the activation, added: “The holographic red carpet pushed immersive experiences into completely new territory.
“This activation captures exactly what we’re passionate about – creating moments where fans don’t just watch culture, they step into it.”
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