Disney and OmniVirt Launch 360 Video Ad Campaign for Aladdin on Broadway
Disney’s Aladdin on Broadway launched a 360° video advertising campaign in partnership with OmniVirt, a 360° VR / AR ad platform.
To promote the run of the hit Broadway musical Aladdin, Disney and its agency Serino Coyne worked with OmniVirt to distribute 360° advertisements across relevant media sites to target Broadway audiences. The 360° video advertisement places viewers right on stage with Aladdin and Genie during one of the show’s premiere musical numbers, “Friend Like Me”.
Viewers watch Genie and Aladdin sing and dance while digital overlays of text are placed around the video sphere.
Each digital text overlay shares interesting facts behind the show. For example, as Genie sings to the audience, golden indicators appear on screen directing the user to click/drag or move their phone to take full advantage of the 360° format.
A fun fact about the musical then appears, for example: “During the course of ‘Friend like Me’, Genie travels the equivalent of 24 basketball courts in 8 minutes”. “Disney’s 360° experience is among the most smartly produced 360° content we’ve seen in the market–it takes full advantage of the content format and adds in digital flourishes that render for a magical experience,” says Brad Phaisan, CEO of OmniVirt.
Disney will run display banner ad units that click to the full 360° video experience in addition to pre-roll units. Koncept VR produced the 360° video and OmniVirt powered the distribution of the ad units. Disney embedded the 360° experience on their website (see image above) using OmniVirt’s industry-leading VR Player.
This isn’t the first time Disney has used 360° video to promote a Broadway show. In a bid to bring the magic of a live show to life, Disney used 360° video on The Lion King website to virtually transport viewers to the show. This was also powered by OmniVirt.
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About OmniVirt: OmniVirt is VR/AR advertising platform founded by former Google and YouTube employees.
The company powers distribution of immersive media advertising experiences across its premium publisher network, supporting multiple high profile campaigns for clients like Toyota, Clorox, Samsung, Chevron, Universal Pictures and Johnnie Walker. Its technology is leveraged by the The New York Times, AOL, Yahoo!, Time Inc, Wall Street Journal, Vice Media, NatGeo, Discovery and many more. The company has received funding from top venture capitalists including Andreessen Horowitz, Greycroft, BDMI, Horizon Media, First Round Capital and many others.
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