UK singer/songwriter Ed Sheeran is the star of the world’s first “InstaConcert” by Deutsche Telekom. The concert is part of a series of events called Telekom Street Gigs, which has national and international artists perform in unusual places, such as a corn maze, junkyard, or quarry. This month Ed Sheeran is climbing up to a stage 2,962 meters above sea level on Zugspitze, the highest mountain in Germany.
The world’s first InstaConcert lets fans contribute to the concert experience by sending out content from the event via Instagram, which will then be curated as an interactive music video. This concert is being realized by Deutsche Telekom in cooperation with the Warner Music artist, and the campaign idea is by DDB Dusseldorf with digital production by MediaMonks.
From the content generated by fans present at the gig, the interactive music video will convey a real concert experience in the digital world. As the sun goes down over the Alps and fans listen to some of Ed Sheeran’s famous tracks, including his latest ballad ‘Thinking Out Loud’, they will get to enjoy a unique moment live.
When playing the songs, users can determine the clip sequence and move around the concert to watch it from different views, such as the rear, the front row or the stage. This interactive video helps to bring the concert alive even after the event, for those who couldn’t be there in person or those who want to relive their experience. Philipp Friedel, Head of Market Communications Telekom Germany, said:
source: psfk“Our live streams reach up to 140,000 spectators on all screens. And the spectators on site will film and share their best moments via social media channels. We want to take advantage of this potential and join the exclusive Street Gigs experience with the Telekom services of the best network. The strong character of the Instagram sharing music video creates a new brand experience.”
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