Undercurrent launches new digital division
In response to increased client demand for interactive ways to connect with consumers virtually, Undercurrent have launched a new division- Current Connected. They plan to stay true to the cornerstone of live experiential by creating strong connections with consumers and facilitating a two-way interaction between consumer and brand, now using digital tools.
Damian Clarke CEO of Undercurrent says- “Through our heritage working with technology clients we have always pushed to stay at the cutting edge of communication technology and have a strong foundation delivering innovative and bespoke solutions for our clients.”
Undercurrent have delivered several world firsts using VR video streaming when the technology was in its infancy, including a 360 performance livestreamed directly from Latitude Festival to EE consumers over their mobile network. They also produced 360 video content direct from Glastonbury Festival and worked with BT Sport to livestream an Arsenal vs Chelsea football game into people’s homes via VR.
The new division will be led by Undercurrent’s Head of Innovation and Technology Segun Malomo “This is a hugely exciting time for the business, traditionally we use digital elements to enhance our experiential campaigns now we get to flip that on its head. Emerging technologies like AR and 3D showroom modelling allows us to elevate the online experience from ‘browse and click’ to a truly interactive environment for consumers.”
Services offered will include- online event platforms, virtual product training, 3D retail stores, 360 video content, holography, MR, VR and AR.
Undercurrent have already begun developing interactive online solutions for their current roster of clients like Google and TK Maxx in both the B2B and B2C space.
Chris Lloyd Undercurrent’s Creative Director shares “Digital experiences are seeing a rise in popularity as technology rapidly develops and becomes more readily available for everyone. But the market is crowded and we’re striving to create unique content that will see cut through with consumers. With increased broadband capacity and 5G technology we can push boundaries of the content people can engage with at home. For example, Vodafone’s UK first 5G holographic call that I delivered for them in 2019 allowed us to connect people remotely into a live virtual space.”
It’s clear that consumer demand for digital experiences will continue throughout 2020 and Undercurrent are here to support brands in developing experiential strategies to engage with their audiences online.
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