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Aviva announced their new 3D point of view marketing experience today. The technology was built and designed by v-Stream, a Dublin based digital agency. Basically you get to “experience” what a player feels in the build up to and during the warm up of a game in the Aviva Stadium. Following the rituals from changing room to running out onto the pitch and having a 3D interaction with a simulated Avivia stadium. It does sound pretty cool. A little gimmicky perhaps, but then all these type of initiatives are.
Importantly, it is a world first in terms of technical innovation in software to personalise stereoscopic 3D video. A couple of quotes from the main heads are below:
Niall O’Driscoll, creative director at vStream – ”This is a big step forward in experiential marketing in Ireland, with the 3D element playing a major part. 3D is very much the next big thing, and is a first for Ireland from a visual perspective. We spent a number of months researching the technology in the UK in order to bring these capabilities into the country, and we aim to produce a lot more content of this kind. We see the world in three dimensions, so in many ways the shift from 2D to 3D is as significant as the move from black and white to color.”
Andrew Jenkinson, technical director of vStream, notes that the technology that is used to make the experience personal to each viewer is a worlds first. “Personalised 2D video has been around for a few years, but creating 3D personalised video has never been done before, and it took many months of R&D to develop the software to create a truly immersive experience for the client. We already have interest from a number of international clients.”
The 3D stadium experience will go on tour around the country in the next while and should pop up at festivals and major events such as the Electric Picnic. It will also be housed in Aviva Stadium.
