Financial Times has launched its first piece of VR content specifically designed to coincide with the Summer Olympics. The third installation in the newspaper’s Hidden Cities series will be the first to be presented in VR and will focus on the social and economic dynamics of Brazil’s Rio de Janeiro, the Olympic host city.
FT partnered with Google to distribute Google Cardboard devices to 35,000 readers and has also made the video available on YouTube.
“We’ll be watching the engagement,” Natalie Whittle, deputy editor of FT Weekend, told Digiday. “We’re keen for people to watch the film to its completion, so that’s what we’ll be tracking: their retention. Does it then attract people to explore other content on the site? So scroll depth and analytics like that will be of interest.”
Watch below and read more here.