Virgin’s streaming service has become the talk of the town after their massive mouth statue emerged at London’s King’s Cross railway station for a single day. Garage musician, MC Neat, was positioned behind the interactive 4D anamorphic billboard, and while he interacted with the public, his actions were recorded in real time and instantly lip-synced to two 4.2m × 4.2m screens.
Do It Better, With Technology
Behind this cutting-edge technology is a team of visionaries at Virgin Media, dedicated to pushing the boundaries of conventional streaming. The mastermind behind the interactive 4D Mouth Experience is a group of engineers and creatives who understand that the future of entertainment lies in immersive, interactive engagement.
The Interactive 4D Mouth Experience is not just about watching content; it’s about experiencing it in a way that feels both natural and extraordinary. Virgin Media has seamlessly integrated technology that responds to subtle mouth movements, allowing users to control aspects of their streaming experience with unprecedented precision. It’s a marriage of entertainment and innovation that promises to elevate their screen time to new heights.
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A Peek Into The Future Of Streaming
So, what exactly does the Interactive 4D Mouth Experience bring to the table? Imagine a scenario where you can adjust volume levels, change channels, or even interact with characters on-screen, all with the movement of your mouth. This is not science fiction; this is the reality Virgin Media is bringing to your living room.
With the use of cameras watching the crowd, the performers were able to identify passersby and engage in conversation with them using large digital lips, giving the audience a slight start. McIntosh characterizes technology as revolutionary.
The activation involved working with creative firm VCCP and took roughly five weeks to complete. It was a significant effort for the whole Audience team. But what does 4D really include?
According to the Head of Brand Experience, McIntosh, when individuals are invited to use their ideal viewing platform, that’s when the 4D element really takes off,”. To capture all the senses, they’ve included scents and moving umbrellas.
Streaming Redefined, One Mouth Movement At A Time
Although interactive 3D (and now 4D) ads are becoming more and more common, the creative engagement agency’s managing director, Alexander Bright, claims the firm never intended to create one. Everything depends on the experience they believe is appropriate at that particular time. With the use of technology, they may elevate something that might otherwise seem very ordinary or routine.
The 4D activation was a reaction to the brief, not something they had planned to do beforehand. From there, they created something they thought would have a significant impact.
oOHmatters Thinks
With the 4D Mouth Experience, Virgin Media has not just raised the bar; they’ve reinvented it. As they eagerly anticipate the widespread rollout of this revolutionary technology, one thing is clear – the future of entertainment is here, and it’s ready to be savoured with a smile, a pucker, or a playful pursing of the lips. Get ready to engage with your screens like never before because the future is here and it’s going to be fun!
Nothing is impossible, if you think about it. All you need to do is expose yourselves to the realm of possibility in the world of OOH advertising. It is time for Malaysian brand owners to step up their advertising game. Integrate technology into your existing brand OOH campaigns and watch as your brand soar.
Promote your brand with impact, and do it with us.
Image Credits: Mobile Marketing Magazine, The Drum
