18-camera social rig ‘an interesting proposition’ for experiential agencies

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Parnell-based digital content creation company The Digital Arm has launched the 180° Colour Cam – a rig of 18 DSLR cameras all taking a photo in the same split second to render a seven-second video showing a moment in time, captured in 180°.

“The 180° Colour Camera is an amazing social media tool that can be used at events, so an interesting proposition for all the event/experiential/activation agencies out there,” says The Digital Arm co-director Vinny Sherry.

The rig was inspired by the E! Red Carpet 360° camera. “The Colour Cam offers guests the chance to experience first-hand their own red carpet moment creating a 180° video, the likes of which people have never experienced before and creating the ultimate content for guests to share online through their own social networks,” Sherry says.

With bespoke software developed for the Colour Cam, an onsite touch-screen allows guests to immediately share their video on Facebook or email it to themselves to share with friends at a later date, and has the ability to build in incentives to encourage sharing.

“With the growth of social media, the amount of content created by brands has grown exponentially in quantity but not in quality. Average content can really damage a brand, and coming from brand building backgrounds we saw an opportunity to help brands successfully navigate the ever-changing social media landscape.”

The company has already notched up a number of social successes, streaming live online from the New Zealand Fashion Week red carpet, using 3D printing at an event for the first time in New Zealand and building 180 degree Colour Cam from scratch for a brand launch.

Sherry says the Colour Cam made a successful debut at a recent Nespresso launch event, generating 58 pieces of social media coverage, 79 comments, 1822 likes and reaching a total audience of 271,263.

“With the summer event seasons on the horizon, The Digital Arm team are busy dreaming up big new ideas to help the brands they work with create the ultimate social media content and experiential,” he says.

“Creating high quality content means creating value to keep audiences engaged and in the era of digital marketing in which we live, it’s what separates the winners from the losers online.”

The 180 degree Colour Cam is available to hire for events and experiential.

The Digital Arm is a sibling company to events/PR outfit Campbell+Co, and shares premises in the Saatchi building. “We dream up the ideas and The Digital Arm brings them to life,” says Sherry.



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