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Film fans can shop the red carpet looks live

by on February 12, 2018 in Best advertising story, Entertainment, Events & Awards, Lead Article, London & South East, News you can use, Nuggets, Tech, Uncategorized

Film fans can shop the red carpet looks live

World’s first 4GEE Style Scanner lets film fans shop the red carpet looks live from the EE British Academy Film Awards

Film and fashion fans will be able to shop affordable versions of the outfits worn by Hollywood stars live from the red carpet at the EE British Academy Film Awards

  • The 4GEE Style Scanner will photograph celebrities’ red carpet looks. Innovative image recognition technology and EE’s superfast 4G network will then match the style with affordable alternatives in a matter of seconds
  • By ‘swiping up’ on @ee Instagram Stories, fans at home will be able to browse collections of different suits, dinner jackets, dresses and accessories inspired by the stars
  • Film fans can follow the action by tuning into the official EE BAFTA red carpet show streamed live on Facebook and Twitter (@ee and @BAFTA) from 4:30pm

EE, the UK’s largest mobile operator and part of the BT Group, is going all out at the EE British Academy Film Awards 2018. In a world first, EE will use its powerful 4G network and the latest image recognition technology to enable film and fashion fans across the UK to shop affordable versions of the red carpet looks in real time on the night.

Presenter Rochelle Humes will take on the role of EE’s red carpet host, inviting film’s finest to strike a pose in the 4GEE Style Scanner as they arrive at the Royal Albert Hall.

This unique camera rig fitted with Google Pixel 2 devices will shoot the stars from 12 angles using its unrivalled smartphone camera* in less than two seconds capturing every little detail of their clothes – from the shape of the cut, to the pattern, colour and texture of the material. Each image captured is then stitched together automatically creating a 3D rotating GIF of each celebrity’s look.

Fans at home will be able to check out the stars’ glamorous gowns and suits as they are uploaded live from the red carpet to @ee Instagram Stories, before ‘swiping up’ to browse a selection of similar yet affordable alternatives curated from a catalogue of more than 16,000 retailers.

Rochelle Humes, Red Carpet Host at the EE BAFTAs, said: “Fashion plays a large part in what people love about the awards night, but it is also powerful tool for making a statement. That’s why I, along with many others, will be wearing black in support of the Time’s Up movement.

“I love fashion and I don’t think you should have to spend a fortune to look great, so I am particularly excited about the 4GEE Style Scanner. It will make it easy for people to find red-carpet-worthy clothes that don’t break the bank. It was incredible seeing the technology in action and I can’t wait to see people at home getting involved.”

Mat Sears, Director of Communications & Sponsorship at EE, added: “Using our technology to connect customers with what they love is why we’re here, and this year’s British Academy Film Awards is a great example of this. Red carpet fashion is always a big talking point and this year will be no exception.

By combining the power of our 4G network and the latest mobile technology, we have found a way to allow film fans to browse the red carpet styles and shop outfits inspired by these looks in real time. It’s unique, and we’re looking forward to testing it on the night to demonstrate just how mobile technology can be relied on to deliver exciting new experiences for our customers.”

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