Lu Te-Hsing, Xuhao Yuan

EE: BAFTA Film House

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‘EE BAFTA Film House is where a cinema experience collides with innovative technology. Using tools including EE Full Fibre 5G network and Google Home Kits, an immersive gamified screening was tailored for film lovers. We love it when seeing fans enjoying their film in the most unexpected way.’

Xuhao Yuan, Creative Director, UNIT9

The background

For the 2022 BAFTA ceremony, EE wanted to showcase the power of their 5G connection with a screening experience that film fans could actually participate in. So we created a gamified in-person experience with Google Home technology powered by EE’s superfast 5G connection, as well as curating an online watch-party for those at home.

The execution

The EE BAFTA Film House was an exclusive immersive theatre experience inviting a selected group of fans to accomplish a series of mini-games in order to unlock the full potential of their hangout space and achieve the ultimate screening experience.

Themed around the latest James Bond film, No Time To Die, we threaded a narrative throughout the whole experience, with games assigned to ‘secret agent’ visitors as missions to really set the scene. In order to solve the challenges, players could call upon the Google Home products at their disposal.

With the help of EE’s powerful 5G connection, we utilised the full range of the Google Home toolkit to create surprising interactions throughout – from fixing a poster with Pixel Phone’s smart eraser, to completing a trivia questionnaire with help from Google’s Nest Mini, and setting a themed tone for the room with smart lighting and scent diffusers. On completion of their missions, visitors were able to chill in the Film House’s premium setting and feel like VIPs as they watched a BAFTA nominated film in luxurious comfort.

We also curated a Watch Party at the EE BAFTA Film House on the day of the awards, hosted by Drag Race UK star Bimini Bon Boulash and broadcaster, podcaster and tv presenter, Clara Amfo. Ahead of the Watch Party, Bimini and Clara gave lucky film fans the chance to speak to the 2022 nominees as they arrived at the Royal Albert Hall.

The results

With over 1.5 millions film fans tuning in to EE’s Watch Party, the 2022 BAFTAs was a night like no other. By powering Google’s cutting-edge tech with EE’s superfast connection and integrating it into an gamified immersive activation, we gave fans a screening experience they’ll never forget.