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EE WebAR Experience Brings Rita Ora Into Peoples Homes

December 1, 2020

Following the launch of its latest 5G campaign, starring Rita Ora in her first live AR performance, EE is putting this next-level experience in the hands of fans by unveiling Mini AR Rita – a lifelike dancing AR avatar of the global superstar who will perform her live-shot performance in your home. 

The UK’s number one network has worked with WebXR agency Aircards to launch an innovative new Web AR experience that features a Mini AR Rita Ora. 

The EE Rita Ora AR campaign is an exciting immersive experience which leverages the power of Web-based Augmented Reality (WebAR), powered by the UK's no.1 5G network.

WebAR Mini Rita Ora EE Augmented Reality
WebAR Mini Rita Ora

The WebAR experience brings Rita Ora into the homes of smartphone users all around the UK, in full immersive 3D. It’s an engaging and highly innovative example of Web-based Augmented Reality, which is enhanced through the speed and reliability of 5G technology. 

Dressed to impress in the gold, two-piece bodycon outfit seen in the latest EE 5G campaign, Mini AR Rita delivers the singer’s real-life performance. Her moves were captured live over EE 5G using a motion capture suit and specially designed headset, which tracked the songstress’ hand, body and facial movements. 

Rita Ora shared her Mini AR avatar to her 16 million strong following on Instagram on Wednesday. Utilising Web-based Augmented Reality meant that fans don’t have to download an app to view the experience. 

Users can activate the experience by accessing via the experience web page to watch Mini AR Rita come to life in lifelike Augmented Reality in-front of them. 

Pete Jeavons, Marketing Communications Director at BT and EE:

“Our latest campaign was filmed live and for real to demonstrate how our number one 5G network, paired with the latest iPhone 12 Pro, can provide our customers with a next generation experience today, not in five or ten years. And now, with Mini Rita AR, more of our customers can enjoy Rita’s first ever AR performance in the comfort of their own homes at a touch of a button.” 

Michael Watson, Head of Operations at Aircards, said:

‍“5G unlocks a world of possibilities, especially when combined with Web-based Augmented Reality. We’ve thoroughly enjoyed working with the forward-thinking team at EE and their leading 5G network, bringing Rita’s avatar to life in WebAR.”

Critically acclaimed singer-songwriter and global superstar, Rita Ora, said

“As an artist, you’re forever looking at new ways to give back to your fans. Things that get them genuinely excited. Filming the live AR gig over EE 5G was unlike anything I’d done before, and it allowed me to push myself and enter a whole new world of performance. I wanted my fans to be able to experience that for real too, so I hope they love mini AR Rita as much as I do.”

Watch to see how EE used the new iPhone 12 Pro and the UK's no.1 5G network to bring Rita Ora's first Augmented Reality performance to life for real here.

Aircards develop Web AR experiences on the 8th Wall platform. Why? 8th Wall are the leading Web AR framework with outstanding compatibility across iOS and Android devices as well as impressive AR stability. Combining Aircards design, development and marketing talent with the 8th Wall framework provides clients with an unparalleled service.

About Aircards

Market-leading provider of Web AR marketing campaigns and experiences, including recent high-profile launches with Samsung, Unilever, Dell Technologies, AB InBev and Hewlett Packard Enterprise. Aircards provides an end-to-end Web AR service - all the way from ideation to development and hosting.

WebAR powered by 8th Wall, built by Aircards.

Press contact‍

Matt Watson



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