Bringing Hull to Westfield shoppers, this campaign streamed all of the action live from the North (complete with audio and a dance mat) for visitors to enjoy all of Radio 1’s best acts in the May bank holiday sunshine.
BBC Radio 1’s Big Weekend is one of the biggest dates in the festival calendar, moving a new city across the UK every year. Featuring some of the biggest names in music, the free event is always filled to the max.
The BBC, aiming for incremental reach amongst millennial audiences who weren’t fortunate enough to get one of the coveted tickets, built on their existing Ocean partnership to amplify the event with an exciting live stream in Westfield Stratford City’s Four Dials.
With headliners there was plenty for Westfield shoppers to get excited about. And with Westfield shoppers 41% more likely to enjoy listening to new bands and for over 60% of the group viewing music as an important part of their lives, Westfield was the ideal place to host broadcast Radio 1’s line-up including headliners Katy Perry and Kings of Leon.
Radio 1 Extra Live
Following the success of the Big Weekend, the BBC chose to build on their Ocean livestream with the 10-hour Radio 1 Extra Live concert in Manchester, broadcast exclusively in the city’s premium lifestyle destination.
The perfect synergy between Ocean’s national footprint and premium locations, and the BBC’s commitment to speaking to the nation made The Printworks the ideal site to broadcast Radio 1 Extra Live in November.
As with the Big Weekend the livestream featured audio and a dance floor for those Mancunians and visitors to the city who couldn’t catch the performances from Travis Scott, Stefflon Don, Bryson Tiller and Bugzy Malone (and many more) in person.
Cat Morgan, Director of Ocean Labs said: “It’s gratifying to see the BBC returning to Ocean’s portfolio to livestream another of the big dates in their calendar, making the Big Weekend and Radio 1 Extra Live more accessible to music fans across the nation.
“With Ocean’s proprietary fibre network and extensive experience in live streaming branded content from Waitrose through to the British Fashion Council, big brands can be confident in delivering a live experience that lives up to their reputation. 2017’s BBC concerts prove that livestreaming is as successful with full, long-form concerts as with short-form content such as our Hunter and Maybelline catwalk shows or Grand National collaboration with ITV.”
Ocean’s unique fibre network has been used by clients as varied as Bulmer’s (from an orchard), O2, Tommy Hilfiger, L’Oréal, Waitrose (from a field) and BA (from the Caribbean) who have all explored its speed and versatility in creative ways.