Coffee brand Nescafé has launched a 360-degree music video – reportedly the first to be published on Facebook.
A 360 video is created with a camera system that simultaneously records all 360 degrees of a scene. Viewers can pan and rotate a 360 video’s perspective to watch it from different angles.
The global campaign developed by Publicis, called ‘Good Morning World ’, features real people at breakfast from different countries starting their day with a mug of Nescafé and a rendition of Madcon’s ‘Don’t Worry (featuring Ray Dalton)’, performed using everyday items as instruments.
The performance is inspired by the ‘cup song’ meme, in which millennials create their own videos, using a cup as an instrument. Facebook users can view the film by picking up their smartphone and pointing it in any direction for a cool and immersive experience. It works directly within people’s Newsfeed in the Facebook app.
This is the latest in a line of innovations for Nescafé, which aims to attract younger consumers using a tech-focused mobile-first approach. Recently, Nescafé became the first global brand to move its entire website over to the Tumblr platform, allowing coffee fans to create and share coffee-related content.
Nescafé also has previous experience producing 360-degree video in a partnership with Google Cardboard. The Nescafé 360 app provides an immersive virtual reality tour of the coffee growing plantations of Brazil.
The ‘Good Morning World’ video was launched on Facebook on 12 November:
The 360-degree video will be launched worldwide, including: Thailand ,UK, US, France, Spain, Italy, Turkey, Greece, Romania, Poland, Nordics, Czech Republic, Benelux, Mexico, India, Egypt, Japan and the Central and Western Africa Region, with more to follow.
Carsten Fredholm, senior vice president of Nestlé’s beverage strategic business unit said: “We know our target audience of young coffee lovers pick up their phone at the start of every day looking to be entertained by real experiences. The 360-degree video allows us to be engaging in an innovative way.”