GlamCam ‘Takes Off’ For British Airways at BST Music Festival
The Brief
One of the agencies responsible for organising and running popular music festival, BST Hyde Park, contacted us when looking for a fun activation for British Airways’ bar area.
As well as being fun though, the activation had to help raise awareness of the British Airways brand, as well as it being one of the headline sponsors of the festival. Furthermore, other objectives of the activation were to obtain consumer data, and provide a digital keepsake for festival-goers to take home and cherish as a reminder of the fabulous time they had at BST 2023.
The Solution
Not only did we have the perfect solution to meet the brief, but the solution also gave us the opportunity to debut our newest and most exciting activation, our robotic video booth, GlamCam.
Similar to Cole Walliser’s Glambot - seen on countless Hollywood red carpets - GlamCam enabled us to capture short videos of festival-goers having the time of their life.
Situated in its own dedicated ‘studio’, GlamCam immediately established itself as the main attraction in British Airways’ sponsored area (well, apart from maybe the bar), with long queues waiting to use the activation a daily occurrence.
Prior to the festival, our design studio created a series of branded overlays to be applied to each video captured by GlamCam. Before posing for the camera, each user would get to choose which of the branded overlays would feature in their video.
In applying the overlays, we were able to highlight British Airways’ sponsorship of the festival, as well as the brand as a whole. In addition, as BST ran at the same time as Pride, this also gave us the opportunity to include messaging about inclusivity at British Airways.
After users had selected the overlay of their choice, it was then time for them to shine in front of the camera. Our event staff firstly explained to users what to expect, as well as give some tips on what they could do as part of their video experience.
Once ready, we’d count them down, shout ‘action’ after which, the robotic arm zoomed towards them before flying back to its starting position.
As well as the robotic movements, though, we also added some special effects to convert part of the video into slow motion, giving the output a bit of a dramatic, but glamorous effect. You’ll see in some of the output examples below just how effective the slow motions capture worked (see if you can spot the former US Open Tennis champion)!
When the ‘capture’ element of the activation was complete, users were invited over to our sharing station, where they could view their content on a touchscreen before being invited to opt into receiving marketing communications and then sharing their content via either email or text message.
Once shared, users would receive either a text message or email from us, with their final video – including the branded overlay they chose – with messaging inviting them to share their content on social media or save it to their device.
The Results
As alluded to earlier, this proved to be a hugely popular activation, which not only delighted those at BST, but also delivered on all the objectives set out in the client’s brief.
Throughout the duration of the festival, GlamCam was a huge success, with many users coming back later in the day to create more content through the activation.
And when drilling into the analytics post-event, we discovered some incredible statistics. After capturing just under 2,000 videos the event achieved an estimated reach of 251,240, and huge estimated impressions of 830,546. What this means is that over a quarter of a million people saw British Airway’s branded video content, as well as it being displayed well over three quarters of a million times – fantastic exposure for the British Airways brand.
Furthermore, we also discovered that the event achieved 3,284 shares, and views which totalled 9,221. Finally, when looking at data capture stats, we were thrilled to learn that we’d captured the data of well over 2,000 festival-goers.
Nicci Pordage, Head of Global Partnerships, at British Airways said,
“We wanted some really fun engagement options to connect with the festival-goers that also helped us to meet our objectives to reach as many people as we could at the festival itself and beyond.
“The Social Jungle team created a really fun activation for us, using a really fun GlamCam which encouraged social sharing with some really impressive results.
“The team at Social Jungle were an absolute joy to work with throughout. They were professional on a partner level but also welcoming and fun to our guests and festival-goers, which we really appreciate as we did not want to lose the premium service aspect to our brand and we couldn't have asked for more from the team. They were extremely flexible, lovely to work with and I look forward to working with the team more in the future.”
After analysing the event stats, as well as taking client feedback into consideration, we couldn’t have asked for a better debut for GlamCam.
It reinforces our belief that creating engaging activations such as this, is the perfect way to increase brand awareness, communicate key messaging about your brand, and harvest user data, all while entertaining and providing and fun experience for consumers.
Contact Us
If you’d like to talk to us about featuring GlamCam at your next event, please get in touch. If you’re unsure about whether or not GlamCam’s right for your particular event, don’t worry, we have plenty of other activations and ideas which are ideal for an array campaigns and events.