Campaign Information It’s not often you get to create a world first. And in the process give 20,000 customers a VIP experience they’ll never forget. That’s precisely what we achieved by creating O2’s live 3D broadcasts of England’s 2010 Six Nations matches at Twickenham. Turning a telecommunications company into a sports broadcaster took just four weeks.
We set up eight 3D cameras around the pitch at Twickenham, recruited forty cinemas around the UK to screen the event live, and we even hired our very own expert commentary team.
The results were beyond anything the client or we expected. The cinemas were sold out to O2 customers. Which saw 10,000 fans enjoying a beer or three and singing, shouting and enjoying the unique experience and the impact of seeing rugby on the big screen for the first time in 3D. The PR we picked up was also huge. Twitter, the national press, mentions on national TV programmes and many other features, gave us an equivalent investment return of £2.4 million.
