LG has teamed up with YouTube and alternative rock band Jane’s Addiction on the world's first 3D user-generated concert, as part of a promotion for the new LG Thrill 4G handset.
The concert, part of LG's "Bring Your World Alive" campaign, was held in New York's trendy Hell's Kitchen neighbourhood, and saw the iconic band playing live for a handful of fans from a revolutionary 360-degree stage.
A total of 100 lucky ticket holders – preselected by LG and the band - captured raw concert footage on the new 3D enabled Smartphone of the live and exclusive performance. Video from the concert was then edited into a 60-minute documentary and made available on the LG Thrill YouTube 3D channel in 3D.
“For LG, Jane's Addiction, YouTube and the technology industry as a whole, the world's first 3D user-generated concert is an entertainment breakthrough, opening the door to mobile 3D possibilities," said Tim O'Brien, vice president of marketing for LG Mobile.
The crowd-sourced concert video is a clever idea, turning a product demo into a piece of exclusive entertainment content by harnessing the power of the band’s active fanbase. The partnership has dual benefits for both parties, with the band netting associated banner advertising for their new album at the head of the Come Alive microsite and the brand benefiting from word of mouth viral traction from the group's fans.
Watching the content back via YouTube does require purchasing a not so ground-breaking pair of paper 3D glasses (a handy YouTube 10 pack purchase link is provided for those desperate to view the action) and there are some questions as to the suitability of the band & brand fit, but overall it’s a strong initiative that showcases the mobile 3D technology in a tangible and accessible way.