Canadian Tire's Live-Stream Links Olympians and Fans - Event Marketer

Canadian Tire’s Live-Stream Links Olympians and Fans

Canadian Tire’s Live-Streamed Red Door to Rio Experience Connects Olympic Athletes with Fans
Brand: CANADIAN TIRE
Agency: WONDERMAKR
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST USE OF A SINGLE TECHNOLOGY (B-TO-C)
Year: 2016

For fans and family, Rio may have felt like a world away. But to reduce the “distance” between athletes and fans, and athletes and their families, Canadian Tire created Red Door to Rio, a physical door structure that enabled a full-size, digital experience facilitating real-time a/v interactions. The Red Door to Rio was located at various venues in Ontario and connected to a Red Door from Rio located in Canada Olympic House, in Rio.

The Red Door at Canada Olympic House was set up with a hardline Internet connection, while the Red Doors in Canada relied on a combination of hardline and bonded mobile network Internet connectivity. A tablet-based registration application synched the physical doors to the stream, allowing a custom software program to record each side of the session and then stitch the videos together automatically. The front of the door featured a camera and microphone to allow users to talk and a massive 84-inch 4K outdoor display to run the live stream.

Participants later received an email with a link to a video of their conversation for sharing across social media. The result: more than 1,000 interactions and 2.5 million video views.

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