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Virtual Festival To Be Broadcast On TV

Virgin Media’s enters a partnership with ITV to hold the first TV broadcast festival – V Festival.

Culture Compass
Culture Compass
6.0Good
GenderFemale, Male, Other
Age BracketTeens, Young Adults, Grown-ups, Middle aged
GeographyNorth America, Europe

After its last edition in 2017, the V Festival is set to return in 2020 in a virtual avatar. Born out of a partnership between Virgin Media, ITV and Manning Gottlieb OMD, the festival is said to be the first broadcast TV show hosted by Maya Jama. The festival aims to recreate a live-concert vibe by incorporating experiences like festival-food hacks, fashion tips and interactive content to keep the audience engaged and bring the experience closer to a real-live one.

The integrated campaign by Manning Gottlieb OMD will be shown across various channels including – TV, video on demand, sponsorship idents, print, Global’s Capital FM, digital and social.  Redwood BBDO has also gotten engaged in the project by creating a backstage-style content for Virgin Media customers.

V Festival will take place between 21 August and 23 August, with one-hour episodes airing on ITV2. The features will focus on performances that will take place at Hylands Park in Chelmsford along with showing glimpses from the past editions of the festival. Artists like Olly Murs, Anne Marie and Dizzee Rascal are set to headline, along with various other names.

References – CampaignLive

Culture Compass
6.0Good
Even after months of living with the virus and no vaccine in sight, many industries that had been severely impacted by the social distancing norms have now started coming up with innovative and interactive content spread across various platforms to deliver an alternative to their experiences. Live music scene has seen a move to virtual platforms from the beginning of the year, and as we move forward, more ideas to commercialise and generate new streams of revenue and all-round experiences keep coming along. The V Festival is one such innovative virtual festival making use of an alternate platform to reach out to a major mass that is stuck at home to create an environment of an engaging music experience.

Breakdown

  • Popularity 8.0
  • Inventiveness 7.0
  • Engagement 4.0
  • Human Centricity 5.0

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