When Vogue editor-in-chief Anna Wintour and dozens of A-list celebrities walk down the red carpet during Monday’s annual Met Gala in New York, Vogue will be livestreaming the event in 360 degrees from Facebook—with ads from champagne brand Moët & Chandon sprinkled throughout the broadcast.
The Met Gala is working with Facebook Creative Shop to set up the livestream, which will be the Met Gala’s first 360-degree broadcast. It’s also one of the Creative Shop’s first branded 360 live videos. During the broadcast, Moët-branded bubbles will appear periodically as interstitial ads between footage. Facebook is working with visual effects company Digital Domain to set up the video’s multi-camera perspective.
“The Met Gala is one of the biggest nights in fashion and the interest it garners is phenomenal—audiences are determined to be part of the action,” said Anna-Lisa Yabsley, digital director of Vogue. “Our partnership with Facebook and Moët offers our audience direct, front row access to experience all the action of the red carpet. This will be the only official way to watch the red carpet live, and we’re thrilled to share this experience with the world.”
From 7 p.m. to 8 p.m. on Monday, viewers can watch Met Gala attendees arrive on the red carpet on Vogue’s Facebook page. Vogue’s account will also post comments that share facts about attendees as they arrive on the red carpet. The theme for this year’s exhibit is “Art of the In Between” and features Japanese designer Rei Kawakubo. Megan Summers, global head of production at Facebook Creative Shop said the theme is reflected in the use of 360-degree video.
“Experiences in 360 can have a transcendent quality to them, an in-between, a recognition of two realities,” she said. “By bringing Live 360 to this year’s event, it invites a sense of immediacy and community for Facebook viewers that not only builds beautifully upon this year’s theme, but acknowledges the desire of fans to be there and experience one of the most prestigious nights in fashion.”
Facebook started rolling out Live 360 in December, and publishers so far include National Geographic, NBC News and Fox News. As more video content pumps into news feeds, media brands are increasingly creating more clips for the platform. In February, Facebook expanded ad breaks to more publishers as a way to make money off of their broadcasts. Ad breaks are 20 seconds long and available to U.S. pages with more than 2,000 followers and live audiences of 300 people or more. Ad breaks can be plugged into a video four minutes into a stream, with additional ads running every five minutes afterwards.
Vogue is not using Facebook’s formal ad break product, but it’s a similar concept to weave advertising into a video.
Besides Facebook, Vogue will also use Instagram, Twitter and Snapchat during the Met Gala. “We are focusing on social-first content in addition to using our platforms as distribution channels for our robust coverage,” Vogue’s Yabsley said. “Vogue is committed to its social followers, regardless of their platform of choice.”