Volvo Car USA and CNN Partner to Bring the 2017 Eclipse to You via 360° Cameras, Virtual Reality and Live-Streaming
Thursday, July 27, 2017
(ROCKLEIGH, N.J.) Volvo Car USA and CNN will join forces to deliver the solar eclipse via 360° video in 4K resolution and virtual reality on August 21, 2017 through a unique editorial and branded content campaign. The live-streamed event will be available around the world on CNN.com/eclipse and offer an immersive experience to those not in the narrow path of the eclipse. Today, Volvo introduced www.RacingTheSun.com as a base for more information on the brand’s partnership with CNN.
“The 2017 eclipse is a once-in-a-lifetime experience,” said Bob Jacobs, Vice President of Marketing, Product and Brand Communication, Volvo Car USA. “It’s amazing to think that when the last solar eclipse crossed the United States coast-to-coast, an artist’s painting or perhaps a photograph was the best way to share it. Thanks to Volvo, CNN and emerging technology, people can experience the eclipse as if they are there.”
Leveraging 4K VR and 360° cameras deployed across a number of locations throughout the country, CNNVR will live-stream this natural phenomenon as it crosses from coast-to-coast on the network’s digital and social properties. The interactive experience is designed to enhance what could be seen in person, giving people a real-time view of the eclipse like never before. As part of Volvo’s partnership with CNN, four of the live-streams will feature branded content for Volvo and integrate 2018 Volvo XC60s specially outfitted with advanced 360° cameras.
“In anticipation of this historic natural event, CNN and Volvo have partnered to bring the public unique access through a never-before-attempted execution,” said Michal Shapira, Senior Vice President of News Content Partnerships, Turner Ignite. “This incredible partnership aligns Volvo with our cutting-edge live VR capabilities, award-winning branded content through our brand studio Courageous, and massive global reach to capture this unique moment in time, while also underscoring the spirit of the all-new Volvo XC60 to embrace the future.”
While the 360° cameras available on the XC60 are different than the cameras that will be used to stream the eclipse, the synergy highlights the vehicle’s technology.
“Volvo’s first 360° camera was introduced in the award-winning XC90, and it will be among the best-in-class in the all-new XC60,” added Jacobs. “We felt a 360° view of the eclipse was a great way to celebrate this feature.”
For more on Volvo’s partnership with CNN centered on the 2017 total solar eclipse, and to join the race with the all-new XC60, visit www.RacingTheSun.com, and follow @VolvoCarUSA on Twitter and Instagram.
Additional editorial and branded content features will be available in the coming weeks at CNN.com/eclipse and the CNN’s apps for iOS and Android through August 21.
About Volvo Car USA
Volvo Car USA, LLC, (www.volvocars.com/us) is a subsidiary of Volvo Car Group of Gothenburg, Sweden. VCUSA provides marketing, sales, parts, service, technology and training support to Volvo automobile retailers in the United States. For more information, please refer to the VCUSA media website at: www.volvocars.com/us.
About Turner Ad Sales
Turner Ad Sales monetizes the company's portfolio of leading entertainment, kids, news and sports properties through award-winning advanced advertising capabilities that power return-on-investment for brands. Attracting a wide-scale audience of diverse fans, the collection includes leading media brands Adult Swim, Boomerang, Cartoon Network, CNN, Great Big Story, HLN, SuperDeluxe, TBS, TNT, truTV, Bleacher Report and Turner Sports' high-profile coverage of the MLB, NBA NCAA, PGA and the newly-formed professional esports league ELEAGUE. In addition, the company has digital sales partnerships with the NBA, NCAA and PGA.
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