The MET Gala, one of the most popular VIP events worldwide, was a success yet another year, this time with a theme of the “Art of the In Between” featuring Japanese designer Rei Kawakubo. The annual fundraising ball, which celebrates the opening of the Costume Institute's annual fashion exhibit and hosts celebrities within any art field, is able to generate high interest not only from the media and fashion lovers, but also from all of the people who want to see their idols on the red carpet.
This year, audiences at home were given the chance to watch the event on the official Vogue Facebook page through a 360 degree live-streaming thanks to a partnership with Facebook Creative Shop. Viewers were able to attend the event indirectly by watching the guests arrive at the Metropolitan Museum of Art from 7 p.m. to 8 p.m. in their long-awaited wardrobes, and by reading Vogue’s live commentary about them. On top of this, the iconic fashion magazine used all of its social platforms, including Instagram, Twitter and Snapchat, to post the event’s photos, highlights, and updates. This Facebook broadcast represented one of the first branded 360-degree live videos on Facebook due to the Moët & Chandon ads which appeared periodically on the screen during the livestream.
Vogue’s decision to stream the event was aimed at giving its digital audience the opportunity to feel involved with the MET Gala and experience the event in a new and engaging way. On the other hand, the broadcast was an incredible opportunity for Facebook to test the validity and effectiveness of its Live 360 videos, launched in December 2016. According to Megan Summers, global head of production at Facebook Creative Shop, live streaming the MET Gala helped the social media network to give its users a sense of sharing and of community, allowing them to take part in one of the most exclusive events of the year.
Facebook Live 360 seems to have all of the premises to succeed, especially thanks to the introduction of branded ads, and it could represent a useful gateway for the social network in being considered a highly profitable platform by brands of any industry.