Real-time CG: How Beats By Dre was able to hijack Miley Cyrus' VMA twerking sensation

Former Disney Channel star Miley Cyrus offended the sensibilities of parents up and down America with her twerking at the VMAs, but Beats By Dre was on hand to capitalise on the moment using real-time computer graphics (CG) technology.

Simon Whalley, executive producer at Framestore, describes how the campaign was launched just five minutes after Miley Cyrus’ sensational performance by combining stand up comedy with the real-time technology.

Whalley believes brands can now use computer gaming mechanics to almost instantaneously create TV spots that successfully ride off the back of events as they unfold to create a genuine dialogue with the viewer.

The technology was also used by Coca-Cola for its high-profile polar Bear Super Bowl activity, but the amount of preparation required including creating the computer animated characters could mean real-time CG will remain the preserve of big spending brands for the immediate future. 

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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