Universal Music Australia’s branded entertainment agency BRING, Google and Optus have been tapped to create an experiential campaign for Troye Sivan fans.
In a competition launched earlier this month, 20,000 fans entered a competition to meet Sivan and access a virtual reality film, taken during his sold out European tour.
The film, which includes an exclusive 360 sound check performance of his track Talk Me Down, will be viewed through Google Cardboard viewers, designed by Troye, available at selected local Yes Optus stores. It marks BRING’s first campaign as part of its Creative In Residence program.
The competition closes at midnight. The VR film will be made available to the public on July 28 via Optus’ YouTube channel but you can watch a sneak peak below.
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Cameron Farrelly, ECD of BRING said in a statement: "As our first Creative In Residence, we were buzzed to work with Troye to create an experience that will blow his fans’ socks off. Because he is such a hands-on artist, the creative processes has been hugely collaborative and allowed us to harness Troye’s vision and deliver upon Optus’ quest to bring fans closer to the artists they love in a new and unique way.”
Since BRING launched as part of a partnership with UMA in April, it’s worked on multiple campaigns involving tech giants and international acts.
Last month BRING worked with Optus and UMA to bring OneRepublic to Sydney for a show at the Overseas Passenger Terminal. The exclusive show marked the first of many still-to-be-announced live experiences to come out of the partnership.
Last week BRING’s collaboration with Lion to curate a series of experiential events for 5 Seeds cider – titled ‘Plant the Seed IRL’ – hosted Client Liaison, Paces and GG Magree at Chippendale’s aMBUSH Gallery.
Next month will mark BRING’s first multi-territory campaign when its collaboration with Resorts World Sentosa Singapore and Ronan Keating rounds out with a performance at Universal Studios Singapore (August 24). Since July 18, Keating has appeared in a series of short content pieces showcasing the 49-hectare Resorts World Sentosa. The campaign is being shared with his fans across Australia, Singapore, Philippines and Indonesia, via media partners including New Idea (Australia) giving winners the chance to fly to Singapore for the experience.
BRING is also behind several brand and influencer campaigns pairing beauty chain Kiehls with Sydney band The Preatures, V Energy with new dance label Of Leisure and dating app Tinder with Gold Coast’s DJ Tigerlilly.
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THE MUSIC NETWORK NEWSLETTER
Reporting from inside the Australian music business since '94.
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