Drive student engagement and prompt international conversations with 360 video
Pakistan is a country with a rich history, diverse culture and friendly people. Unfortunately, the international community tends to focus on themes like terrorism and conflict. Leveraging the power of 360 video, PenPal Schools teamed up with CM&D to break down preconceived notions and give students an opportunity to visit the country firsthand (through 360 video) and learn for themselves.
Goal
Give students an unbias look into a country and culture often misunderstood, encouraging curiosity and opening the door for international conversations on the PenPal Schools platform.
Action
CM&D traveled to Pakistan along with the team from PenPal to capture never-before filmed in 360 video locations across the country.
Outcome
PenPal School’s first ‘VR field trip’ has become one of the most popular projects on the platform and has helped to start tens of thousands of conversations among real students all across the world.
Why 360 Video?
360 video has the power to transport viewers to another place and time. Research also shows that interactive media (like 360 video) significantly outperforms passive media in viewer engagement and perception shift. The perfect opportunity to give students around the globe a ‘digital field trip’ to a highly misunderstood part of the world.
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Interactive Storytelling
Creative Direction
This was PenPal School’s first time working with 360 video and they wanted to ensure the final result would engage with their audience and perform well on their platform. CM&D was able to help PenPal craft a strategy and execution plan that aligned with the companies goals and fit perfectly within their existing infrastructure.
Immersive Brand Strategy
Shooting documentary-style 360 video can be a challenge, you never know exactly what you’re going to get. Before embarking on the trip, CM&D worked closely with PenPal to create shot lists and shooting guides that aligned with the project’s lesson plans. Once back stateside, footage in hand, CM&D continued their work with the curriculum team to write the final scripts and develope supplemental learning materials to accompany the 360 video content.
Immersive Development
360 Video Production
Leveraging a custom-build mobile 360 video camera rig, the CM&D team was able to capture all the needed video footage and more while traveling through Pakistan. This included filming in culturally sensitive areas and in never-before filmed locations. Upon returning from the trip, the agency helped manage voiceover recording sessions and handled all post-production on the project.
Engagement
Distribution Strategy & Development
PenPal Schools is available in more than 150 countries, it was crucial that the final 360 videos be accessible to any student in the world regardless of there location or internet speed. CM&D helped PenPal select the proper tools and platforms needed to make this a non-issue.
Immersive Brand Activations
Since the release of PenPal Schools VR Field Trip to Pakistan, CM&D has assisted the team with live event support, hardware procurement, custom Google Cardboard orders, project updates and more.
Findings
5,600
Active Students
28k+
Messages & Conversations
19
Countries Connected
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