celebrity brandcasting

Deutsche Telekom Beams Mariah Carey Across Europe

Posted by Sheila Shayon on November 25, 2011 12:10 PM

Deutsche Telekom’s T-Mobile branded ‘Life is for sharing’ campaign reached new heights and lights in a multi-city, multi-media show starring Mariah Carey, witnessed live by thousands of Europeans in a hologram delivered simultaneously in Germany, Croatia, Macedonia, Montenegro and Poland, as well as streamed via the lifeisforsharing.tv channel.

Carey’s holographic form which appeared to be dancing with real dancers before her image burst into sky, was created using Musion technology’s Musion Eyeliner, a digital variation of a stage illusion called Pepper's Ghost, with HD video projection or LED screens that project images into a live stage setting.

"I think this holographic technology is first step on an interesting journey… this is probably just a tiny step in the direction we can go as artists and performers to really help unite our fans, our audiences and ultimately hopefully the world," stated Carey, the world's biggest-selling female artist of all-time.

“From an agency side it has been a challenge to coordinate a project of this scale across the multiple markets, but together with our ideas, our other greatest strength is our network,” added Deutsche Telekom European creative director Jason Romeyko. “We have mobilised people at every level. The stakes are even higher because in the 20 minutes we will need to capture all the film footage we need to create spectacular image films, product spots, print and PR assets.” 

After her ten-minute performance, Carey’s hologram exploded into the sky as she led a rendition of ‘Silent Night’ followed by ‘All I want for Christmas is You.’ Her performance represented “‘Life Is For Sharing’ at its superlative,” concluded Romeyko. 

Saatchi & Saatchi, the agency for Deutsche Telekom in Europe, created the ‘Life is for Sharing’ platform and run it in 10 markets since launch in 2008 featuring events ranging from live re-enactment of Rovio’s ‘Angry Birds’ to Katy Perry's "Firework" video which won ‘Video of the Year' at the MTV Video Music Awards in August and garnered 249 million hits.

Its another sign of how Europe's largest telecom — still trying hard to sell its T-Mobile USA arm to AT&T — continues to up the ante and disambiguate the advertising landscape.

As its teaser below shows, you might recall T-Mobile's "Life is for Sharing" spoof of the Royal Wedding of the Duke and Duchess of Cambridge was watched by more people than the real one, while its flash mob in Liverpool Street Station received 31 million plus hits. Its ‘Welcome Back’ surprise experience at London Heathrow's T5 terminal, garnered 8.5 million hits.

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