The first ever virtual edition of Notting Hill Carnival reached more than double the predicted annual visitorship to the Carnival over the August Bank Holiday Weekend.
The campaign, which went live on YouTube, included 70 hours of footage produced and over 7 million people reached, confirmed said CEO of Second Screen Niall Green.
The stream included steelpan bands filmed performing at The Royal Albert Hall, musicians recorded at Abbey Road Studios and Mas bands at Haymarket Theatre.
Alongside musicians and masquerade were cooking shows, Brazilian bands, short documentaries, judges commentary and historical insights into the massive broadcast.
“It was a community coming together and putting on a show” said Green, who heads the app and website and agency which is the festival’s tech partner.
Discussing the origins of Second Screen’s work with Notting Hill Carnival, Niall explained on the Tech Talks podcast that the fir helped to take the event – and its new management – to a paperless way of working for the first time.
They also produced the official Notting Hill Carnival app, which last year debuted a Parade map that allowed Carnivalists to track each float on the route. This year, the app was used to allow people to vote for their favourite Soca singer.