Viral: Fred Perry

Concept:

There’s a world down there, dig it! In an animated virtual world, the visitor will be encouraged to be part of an illegal gig – by the bands featured on the Subculture website – taking place in the ’underground’. Different story lines, all starting from the same starting point, open up with a diversity of elements. It’s the choice of the visitor which element he/she will follow to walk the right path towards the underground gig.
Interactive elements like webcam integration and speech recognition will be implemented and in the end the visitor should have the feeling he/she became part of the story. The reward for the visitor is being part of the virtual crowd and having access to the exclusive content on the Fred Perry Subculture website.