At the tip of EE’s 2017 British Academy Film Awards activation was Roboselfie: a high-tech selfie-taking robot that aimed to link film fans to the stars on the awards show red carpet.
By housing innovative camera technology in a custom-built, Metal Mickey style robot, the mobile telco linked the device to its Twitter feed to enable thousands of film fans to get a ‘virtual red carpet selfie’ with a movie star
Red Carpet host Laura Whitmore introduced the stars to the EE Roboselfie on the red carpet at the Royal Albert Hall as part of EE and BAFTA’s Facebook Live red carpet show and then the robot snapped 5-selfies-a-second before tweeting them back to fans live on the night
To be in with a chance of getting a selfie with a star, fans simply had to submit their own head shot pictures via Twitter using the hashtag #EEBAFTAselfie
EE’s branded bespoke robot used facial detection, built-in time codes and custom software to synchronise the camera to its display, simultaneously capturing fan images next to real-life celebrities.
In real-time, the robot intelligently paired the new fan images with an A-list cameo and then sent it to the @handle of the fan who submitted the original photo along with personalised message.
It's you and #WestWorld star Thandie Newton! Or did she send a robot in her place? Hmmm. A brill #EEBAFTAselfie @thandienewton @amzh87 pic.twitter.com/8VWG1884BB
— EE (@EE) February 12, 2017
It’s rumoured @simonpegg spent months getting into character for this selfie! @BethLWebb #EEBAFTAselfie #EEBAFTAs #RedCarpet #Craft pic.twitter.com/mFYxmoKFpS
— EE (@EE) February 12, 2017
Amplified pre-event across the telco’s social platforms – such as Twitter
Our Roboselfie is waiting with open arms for film stars on the #EEBAFTAs red carpet! Tweet your pic to #EEBAFTAselfie before noon pic.twitter.com/j4dCFlEapi
— EE (@EE) February 12, 2017
INTRODUCING the EE Roboselfie. Send a pic to #EEBAFTAselfie and you could be snapped like @stephenfry with a film star at the #EEBAFTAs! pic.twitter.com/7RgDiI1sQN
— EE (@EE) February 6, 2017
plus ‘how it works’ and ‘creating of’ videos.
This is a WORLD-FIRST. See how your tweets could become selfies with film stars at the #EEBAFTAs, then send your pic to #EEBAFTAselfie pic.twitter.com/61qMEPuEGP
— EE (@EE) February 9, 2017
10 days in 18 seconds. See how we'll be snapping you with film stars at the #EEBAFTAs. Tweet a pic to #EEBAFTAselfie before 12pm tomorrow! pic.twitter.com/IN4cOt9zxy
— EE (@EE) February 11, 2017
The promotional content pieces and executions encouraged film fans and customers to tune in to the EE Twitter feed and Facebook page from 4.30pm on 12 February for the brand’s BAFTA red carpet live stream.
Highlights from EE’s red carpet show are also be available across EE’s social channels from 9am on13 February.
Designed by BAFTA-winning costume designer Jany Temime (known for her work on films ranging from Harry Potter, to Gravity and Spectre) whose inspiration was to develop a timeless robot that grabbed public attention.
‘It is the combination of iconic form and innovative technology that makes the EE Roboselfie so exciting,’ explains Temime.
‘One of the movies I have been most inspired by this year is La La Land and I wanted to capture the public’s imagination in a similar way. On the one hand, the design plays upon the traditional robot form, it feels familiar, fun and inviting. On the other hand, I wanted the robot to play with the norms, adding new references such as the latest connected camera technology from EE in order to go beyond expectations.’
‘At EE, we’ve always tried to bring the magic of the movies a little closer for film fans and our customers through our BAFTA partnership,’ adds Mat Sears, Director of Communications & Sponsorship at EE s:
‘As this year marks the 20th anniversary of our long-standing relationship with the Film Awards we wanted to do something for the public, that’s quite unique and creates those exciting and shareable moments, without the need to be there. Hopefully the big stars attending on the night will have some fun with it.’
Agency Poke worked with EE and BAFYA on the EE Roboselfie concept, while M&C Saatchi PR ran the delivery and build of the robot and the associated PR push.
This robotic photo tech first was the leading edge stunt of EE’s wider sponsorship activation of its partnership with the BAFTAs – managed in harness with sports and entertainment agency Havas SE Cake.
The BAFTA activation programme also includes at-event and on-stage logo-led signage, a VIP experience for 100 EE guests (and competition winners),
HUGE CONGRATULATIONS to our 10 #EEBAFTAs ticket winners. We'll see you on the red carpet! #EEBAFTAselfie #FridayFeeling pic.twitter.com/M8MYgpTm4g
— EE (@EE) February 10, 2017
YOUR LAST CHANCE to #WIN tickets to the #EEBAFTAs. Tweet a selfie to #EEBAFTAselfie before 3pm tomorrow! The countdown is on. pic.twitter.com/GY7loiWLAs
— EE (@EE) February 9, 2017
and a pre-awards party at The Dorchester, as well as real-time and low latency exclusive content focusing on awards news, images, video and interviews across EEs own platforms.
#DevPatel is the #EEBAFTAs #BestSupportingActor! What does this award mean to him, on home turf? pic.twitter.com/iPg8Yr3ANX
— EE (@EE) February 12, 2017
How was it working with #MerylStreep, “the greatest actress on the planet” (not most overrated…) #HughGrant? #EEBAFTAs pic.twitter.com/VZVAtBANH3
— EE (@EE) February 12, 2017
The other core pillar of the partnership is The EE Rising Star Award – the only award open to the public vote.
The mobile telco spearheads the promotion and voting mechanisms around the Rising Star Award with activity hubbed around its digital site at http://ee.co.uk/why-ee/tickets-events/ee-baftas/rising-star-nominees
You've got until 12pm to vote for your 2017 #EERisingStar at https://t.co/pjHX6r6kox! Who do you want to win at the #EEBAFTAs? pic.twitter.com/aE2eHO8H26
— EE (@EE) February 10, 2017
The EE Rising Star Award was won this year by Tom Holland.
"It's a dream come true!" Congrats @TomHolland1996 on being our #EERisingStar winner. Oh, and great to hear that you're an EE customer too pic.twitter.com/M5qef1DvLq
— EE (@EE) February 12, 2017
For further details of EE’s Rising Star Award activation see our 2014 and 2013 case studies.
Activative Comment:
Awards shows and selfie stunts have something of a history – dating back to 2014 The Oscars when a stunt by sponsor Samsung saw host Ellen Degeneres use a Note 3 device to shatter Twitter records by live posting a celebrity-fuelled selfie taken during the telecast (see case study).
This EE robot tech stunt builds on that same tactic with a new approach that actually includes the fans and viewers in the selfie stunt.
Indeed, EE continues to use technology as a leading edge innovator in its sponsorship activation as it aims to drive home its tech-leading credentials.
Recent examples of this approach range from its tie-up with BT Sport last month in staging a virtual reality initiative enabling football fans to experience a VR-Premier League football clash between Chelsea and Arsenal live in four flagship EE stores in London as part of a new BT Sport trial and October’s giant Google location pin stunt at London’s Marble Arch to surprise London commuters and promote the tech giant’s new Pixel handset, to its Wembley Stadium partnership with work ranging from its ‘Wembley Cup’ YouTube initiative,
to its ‘Light The Arch’ kids coding initiative leveraging its Wembley Stadium partnership (see case study).
Links:
EE
http://ee.co.uk/why-ee/tickets-events/ee-baftas
Poke
Havas SE Cake
M&C Saatchi PR
