Digital Publishing
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NME takes fans inside Abbey Road with Google Cardboard

Google and NME are giving music fans the chance to experience one of Britain’s most iconic music landmarks, Abbey Road Studios. 80,000 Google Cardboard virtual reality viewers will be distributed for free across the UK alongside the magazine to be used with Google’s stunning virtual reality app Inside Abbey Road. The campaign will be supported with cross-platform content across print, digital and social and is the first time Google has distributed the virtual reality viewers for free at this scale in the UK.

Google Cardboard and the app will be promoted and distributed through co-branded and designed distribution stands in key London locations, regional stations and universities throughout the UK. Cardboard viewers will also be available with copies of NME at pop-up distribution points outside live music events, shopping areas and social spaces.

Google will also be bringing the campaign to life by recreating the iconic Studio 2, made famous for so many Beatles recordings, at an experiential installation in London’s King’s Cross Station from 29 September to 01 October.

Giles Martin, critically acclaimed producer at Abbey Road, says: “The decision to work with Google was all about embracing this new technology, but it was also a great opportunity to let people see what happens there. Modern technology now allows you to step through that doorway into a three-dimensional world – and in a funny way, that’s very Abbey Road.”

Romano Sidoli, managing director of Time Inc. UK’s Innovation Group, adds: “We want to give our audience the latest in music experiences and this partnership is another way we can do that. NME’s distribution can unlock our audience for partners and get products in their hands. Acting as a gateway to discovery, this partnership gives our audience the chance to try exciting technology that is augmenting our experiences.”

Google Cardboard viewers retail at £15 per pair or £25 for two. The Inside Abbey Road app is free to download on Android and iOS.