Irish digital media firm creates Aviva’s 3D experience

18 Aug 2010

An Irish digital marketing specialist firm is behind the interactive experience which will give sports fans across Ireland unique access to Aviva Stadium in a dramatic 3D personal film.

The Aviva Stadium 3D Experience is housed in a specially built travelling simulator and was developed for Aviva to offer users the chance to personally experience life as a member of Ireland’s national rugby or football teams.

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

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 colour.”

vStream is working with a number of partners on this project, including Verve Marketing, which originally developed the core concept for Aviva, broadcast producer Fiona McGarry, production services company Fuel TV and UK 3D crew Inition.

Ireland as a centre of digital media excellence

Andrew Jenkinson, technical director of vStream, notes that the technology used to make the experience personal to each viewer is a world first.

“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 has shown great foresight in realising the opportunity that this represents.”

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years