- Over 20,000 fans browsed affordable versions of the outfits worn by stars on the red carpet
- Glasgow, Manchester and London proved to be the regions most interested in replicating the stars’ styles
- EE invited guests to strike a pose for the 4GEE Style Scanner before using innovative image recognition technology and its superfast 4G network to match their style with affordable alternatives in a matter of seconds
- The red carpet look that encouraged the most film fans to use the 4GEE Style Scanner was Actress Jennifer Lawrence’s floor length Dior gown
LONDON, 22-Feb-2018 — /EuropaWire/ — EE, the UK’s largest mobile operator and part of the BT Group, has revealed that over 20,000 fans browsed affordable versions of A-list attire worn by stars on the red carpet at the EE British Academy Film Awards last night.
In a world first, EE used its powerful 4G network and the latest image recognition technology to enable film and fashion fans to shop for red carpet-inspired looks as the stars arrived for the awards ceremony.
The 4GEE Style Scanner enabled film and fashion fans the length and breadth of the country to browse the impressive online collections. London, Glasgow and Manchester were the cities who browsed the most red carpet inspired looks on the night.
The most popular red carpet collection created by the 4GEE Style Scanner took inspiration from the Dior dress worn by Actress Jennifer Lawrence.
EE’s red carpet presenter Rochelle Humes invited stars including Octavia Spencer, Julie Walters and Josh O’Connor to strike a pose for the world’s first 4G Style Scanner, so fans from across the country could be part of the red carpet action at the prestigious Royal Albert Hall.
The 4GEE Style Scanner operated using a unique camera rig featuring Google Pixel 2 devices. The bespoke rig captured images of A-listers from 12 angles using its unrivalled smartphone camera* in less than two seconds, showing every little detail of their outfits – from the shape of the cut, to the pattern, colour and texture of the material. Each image was then stitched together, automatically creating a 3D rotating GIF of each celebrity look within a matter of seconds.
Mat Sears, Director of Communications & Sponsorship at EE, said: “We were really excited to see how many people used the 4GEE Style Scanner to shop the red carpet looks last night. Combining our 4G network with the latest mobile innovation can really connect customers to the things they love.”
Film and fashion fans can continue to shop the red carpet looks seen at the EE British Academy Film Awards last night by following @ee and influencers @MarcusButler and @LydiaBright on Instagram, and checking out their Instagram stories.
For more information on EE’s partnership with BAFTA visit ee.co.uk/bafta.
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* Based on 9/2017 test results from DxOMark Mobile. DxOMark is registered trademark of DxOMark Image Labs.
EE, part of BT Group, is the largest and most advanced mobile communications company in the UK, delivering mobile and fixed communications services to consumers.
EE runs the UK’s biggest and fastest mobile network, having pioneered the UK’s first superfast 4G mobile service in October 2012 and was the first European operator to surpass 14 million 4G customers in December 2015. EE has more than 550 shops across the UK. EE’s 4G coverage extends to more than 90% of the UK’s landmass (equal to more than 99% of the UK population) and EE has an ambition to extend 4G to 95% UK geographic coverage by 2020.
EE has received extensive independent recognition, including being ranked the UK’s best overall network by RootMetrics®; Best Network at the 2015, 2016 and 2017 Mobile News Awards; Best Consumer Network at the 2015, 2016 and 2017 Mobile Industry Awards; as well as Fastest Network and Best Network Coverage at the 2017 uSwitch Mobile Awards.
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The British Academy of Film and Television Arts (BAFTA) is a world-leading independent arts charity that brings the very best work in film, games and television to public attention and supports the growth of creative talent in the UK and internationally. Through its Awards ceremonies and year-round programme of learning events and initiatives – which includes workshops, masterclasses, scholarships, lectures and mentoring schemes in the UK, USA and Asia – BAFTA identifies and celebrates excellence, discovers, inspires and nurtures new talent, and enables learning and creative collaboration. For advice and inspiration from the best creative minds in working in film, games and television, visit www.bafta.org/guru. For more, visit www.bafta.org.
SOURCE: EE LIMITED