Contact
inquiries@michaelsouthworth.com
917.496.8644
New York – Los Angeles
©MMXXIII JSCS
Warner Brothers
Sully VR: Recreating the Flight – An Immersive 360-Degree Experience
The Challenge
In January 2009, Captain Sully Sullenberger heroically landed US Airways Flight 1549 on the Hudson River, saving all 155 passengers and crew onboard. Warner Bros. produced a feature film to detail this miraculous event and the investigation that followed. The challenge? Find an innovative way to capture the incredible feat of the water landing and rekindle public interest in the story.
The Solution
Courageous Studios devised an ambitious plan: recreate the last moments of Flight 1549 through a 360-degree video shot from a helicopter. Special cameras were attached to the helicopter’s underside, and GPS technology was employed to replicate the doomed airliner’s exact flight path. The audio from air traffic control transmissions and flight data recorders was used to create an authentic auditory experience. This was supplemented with firsthand interviews from the flight’s passengers.
The Execution
- Helicopter Shoot: 360-degree cameras were strapped to the bottom of a helicopter.
- Flight Path Recreation: GPS technology was utilized to trace the exact flight path of Flight 1549.
- Audio Experience: Actual ATC transmissions and interviews from passengers were incorporated for authenticity.
- Multi-Platform Launch: The content was launched on a dedicated microsite, promoted across CNN’s digital platforms, social media, and mobile channels.
- Targeted Audience Reach: Turner Launchpad was used to target specific audiences, guaranteeing 400,000 views.
The Results
- Impressive Viewership: The 360-degree video piece alone received 3.9 million views.
- Media Impressions: The campaign garnered a total of 31 million media impressions.
- Facebook Engagement: The unique format resulted in 25x more Facebook engagement compared to average Warner Bros. posts.
- Box Office Success: The movie grossed over $180 million and received Oscar buzz.
- Audience Reach: Targeted reach overdelivered by 19 times, owing to Turner Launchpad.
Case Film
Conclusion
The 360-degree VR experience effectively recaptured the tension, heroism, and sheer miracle of the Hudson River landing. Not only did it provide a riveting experience, but it also achieved staggering numbers in viewership and engagement. This campaign helped Sully’s story soar once again, both in public interest and at the box office.
Role
Creative Director, Courageous Studios
Mediums
VR. Digital. Social. Paid.
