EE’s Digital iPhone 12 Pro Campaign (2020)

Technology that superimposes a computer generated image onto the user’s view of the real world is the overall definition used to describe Augmented Reality. Without an audience, it would be almost impossible to sustain this type of technology. A recent example of this is the mobile network operator EE’s iPhone 12 Pro campaign in 2020. The campaign was used as a way to promote the new iPhone’s augmented reality featured. It includes an AR performance from Rita Ora, where the designers at EE created an avatar of the singer where she was dancing to her single, ‘Let Me Love You’, through the iconic skyline of London. It pushes the boundaries of ‘normal’ concerts where crowds of fans would pour into arenas, whereas now the audience can watch it from the comfort of the own homes, but at the same time feel as if they are in an open aired show. Through social media and the digital world, EE successfully reached a world wide audience by running the 60 second advert across popular apps like Twitter, Facebook, Instagram and Snapchat, but also during prime time TV shows. Music is not the only area that this new type of audience could be introduced, as BT showed by teaming up with EE in offering a new ‘match day experience’. The aim was to revolutionise how we watch sports at home through video, social media and AR features. This revolutionary move with Interaction Design has changed how we perceive what an audience can be and how it is no longer just the people in the gallery or arena, but anyone worldwide.