Aviva Stadium 3D Experience

vStream's Aviva Stadium 3D Experience on 3E's prime time show FYI.

vStream, a leading digital marketing specialist in Ireland (www.vstream.ie) has developed an interactive experience entitle "The Aviva Stadium 3D Experience" which will give sports fans across Ireland unique access to the stadium in a dramatic 3D personalised experience, housed in a travelling simulator.

A world first, vStream has developed software to personalise stereoscopic 3D video, to allow the viewer to experience the build up to an international soccer or rugby match in the first person, with their name and picture being featured throughout the content. .

The story centres around you, the viewer, a relatively unknown academy player, who on the day before a big international match gets a call up to the international team. The story follows your journey over the next 24 hours leading up to the match, culminating with you walking out onto the pitch to a full capacity Aviva stadium.

The content is all shot in POV (point of view) 3D, and delivered on personal 24 inch 3D video screens on a ‘Formula 1’ style customer experience unit. The unit will be housed at the Aviva Stadium for international soccer and rugby matches, and will travel around the country to major events including the Electric Picnic and Oxygen.

According to 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, and something that the Company are very proud of.

“This represents a real leap forward for Aviva to embrace technology such as this to create a brand experience. 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 are very excited about the possibilities that this project will open up for vStream and for Ireland as a centre of excellence in digital media. We already have interest from a number of international clients, Aviva have shown great foresight in realising the opportunity that this represents”

Coverage of the launch of the Aviva Stadium 3D Experience Developed by vStream on TV3 News

vStream worked with a number of partners on this project including Verve Marketing, who originally developed the core concept for Aviva, broadcast producer Fiona McGarry, Production Services company Fuel TV, Hardware Suppliers and IT experts Acumis, and UK 3D crew Inition.

The soundtrack to the experience features independent Irish band Sixteen Layers, whose track "Into the sun" from their debut album "I am no one" provides the perfect aural backdrop to reveal the Aviva Stadium.

About vStream

vStream (www.vstream.ie) is one of the leading digital marketing specialists in Ireland. Established in 2007 by Andrew Jenkinson and Niall O’Driscoll, the Agency has grown rapidly and is now recognised as one of the most dynamic and creative multi-platform digital marketing and advertising agencies in the country.

vStream leverages its Research and Development service and its partnership with the Digital Marketing School (www.digitalmarketingschool.ie) to deliver up-to-the-minute consumer behaviour insights for its clients.

The Digital Marketing School is a free online resource for anyone interested in Digital Marketing. This initiative is now officially part of the Marketing Institute’s digital education offering and 02’s ideas room for business.