EE 'Parallel'

To launch 5G in regional cities across the UK, EE wanted to tap into local passion points that would make people see the power of the connectivity
There’s no bigger passion point than music, and with 2021 seeing the return of live music events, it was the perfect time to launch ‘Parallel’ in partnership with the world’s biggest dance music platform, Beatport
The concept was simple - DJ’s playing back-to-back in separate locations in the same city at the same time, using 5G technology to stay in sync
We packed each venue with ravers and streamed each show to people watching online
Tickets sold out in less than 24 hours, across 3-venues.
Aggregated earned reach of 2.8Bn impressions.
240k online livestream views
Ranked the third best experience in Campaign Magazine’s Top 10 live experiences of 2021
Awarded ”Best Integrated Campaign” at the 2022 Campaign Experience Awards