← Back to Campaigns
UK urban adventurer James Kingston live streams the best view in London to launch the 4GEE Action Cam – the world’s first 4G-enabled camera – as he becomes the first person in the world to stand on top of the Wembley arch. EE.co.uk/ActionCam

EE: Action man launches EE Action Cam

THE PROBLEM

How do you launch the world’s first 4G-enabled camera and showcase its live streaming capability all in one go?

THE STRATEGY

Live Launch – bring the Action Cam product to the media’s attention in real-time with an action man

THE IDEA

Live-stream free runner – we signed up free-runner James Kingston to climb the EE Wembley arch (440ft high) streaming the whole thing live via the 4GEE Action Cam.

The product was launched at a media event which was able to connect to James beaming live pictures of his view.

In addition, video and stills of the feat were shared across digital, social and traditional media along with interviews with James and the EE product team.

Social Impact

16M impressions
570k organic online video views
2,000+ social mentions

Media Impact

Media Impact
336 pieces of coverage, including 21 broadcast and 15 nationals
3.3M total coverage reach

Business Impact

Business Impact
350% smashed sales target of the 4GEE Action Camera