Creativity-Online: CNN, Volvo race the sun in historic cultural moment

Excerpt: “The 4K VR livestream was linked via satellite not only to CNN Digital’s platforms, but also Facebook and Oculus, allowing audiences to watch the eclipse as the moments of total darkness crossed the U.S., with less than a one-second delay. The event was promoted in advance on a custom landing page, complete with countdown clock and lead-up branded videos.

For Volvo, the timing was perfect. The relaunched XC60 not only elevated the brand’s luxury reputation, but also included technology not available in previous models. The “Racing the Sun” experience, developed in partnership with creative agency Grey New York, media agency Mindshare, Volvo and CNN, specifically aligned the XC60 with technological innovation and helped shatter traditional perceptions of the Volvo brand. A powerful engine, precision control, built-in 360° camera and panoramic moonroof made the XC60 the perfect vehicle to chase the eclipse.

With 24 million video starts on the day of the eclipse, the CNN livestream proved the most-watched live VR experience in history, offering a glimpse of new possibilities in shared entertainment experiences. It was also CNN Digital’s second-highest day of 2017 in terms of both unique visitors and video starts, ranking behind only the Presidential Inauguration.”

Read the full piece and watch the video in Creativity-Online.