Rocket Sports co-founder, Sir Elton John headlined British Summer Time with his iconic Farewell Yellow Brick Road Tour this year. The concert played host to a pioneering audience experience created by Vodafone.
As a gesture of thanks and gratitude, Vodafone and Elton John partnered to offer NHS key workers the chance to win exclusive ticket access to the sold-out show. On the evening of 24 June, Elton John delivered a unique augmented reality show paying tribute to the resilience of NHS and frontline workers for their incredible efforts throughout the pandemic. The experience, created by Vodafone was built around the song, I’m Still Standing with AR technology allowing users to experience the live music like never before.
Through a special mobile application (‘Elton John X Vodafone: #FeelTheConnection’) allowed fans to enjoy a once in a lifetime experience, providing a time-synced 3D show that has never been seen before. The technology brought the lyrics to life whilst taking fans on a journey throughout Elton’s incredible career – reimagining the track’s famous music video and paying homage to other classic Elton iconography with a miniature Elton as the star of the AR show.
The AR performance was part of Vodafone’s wider commitment to embracing advanced technology and connectivity to enhance festival experiences for music fans. Following on from his show, Elton John said, “I’ve always loved to innovate with my performances and be as creative with the visual side of my shows as I am with the songs themselves. That’s why this Vodafone AR experience was so exciting tonight, and why I’m delighted to be able to dedicate it to our NHS and frontline workers. When you look at the first shows I did at the Troubadour back in the 70s, to what’s possible now, it’s completely transformed, and I’m fascinated about what this technology could mean for the future.”
The partnership was brought together through Rocket Sports, Vodafone, Fuse and Rocket Entertainment.