Virgin Media: A night out-out like no other

BAFTA TV, an awards show, encouraged people at home in the UK to watch the show by creating a 360-degree live stream where fans could get close to the stars on the red carpet.

Campaign details

Brand: Virgin MediaLead agency: RAPP UK

Campaign Overview

The vision: make BAFTA TV Awards one of the most talked-about topics in Britain.

Strategy

TV fans want a piece of the action. And they like to be in charge. The power of fandom can determine casting, change a story arc and even help get a cancelled show back on TV. Virgin Media branded the craze 'Active Fandom'.

To harness viewers' desire to get involved, and maximise Virgin Media's sponsorship, Rapp delivered content that would make staying in to watch the BAFTA TV Awards as immersive as...

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