Elton John and Google’s Tech-Primarily based Fan Expertise


Los Angeles-For 2 nights in October 1975, Elton John stormed LA’s Dodger Stadium in a glittery baseball uniform to carry out in entrance of a complete crowd of 100,000 folks—marking the most important present by a solo artist on the time.

Now, 47 years later, John returns to Dodger Stadium (this time in a vivid outfit) to shut out the North American leg of his Farewell Yellow Brick Street Tour – which started in September 2018 and has lined greater than 300 live shows worldwide Will likely be included.

Dodger Stadium was a becoming selection for his or her ultimate US live performance, which happened on November 20 and is now streaming on Disney+. “In any case, I began on the Troubadour in Los Angeles, and I would like it to finish right here as a result of it has been a magical place for me,” John stated in a latest Related Press interview. Elton John and Google's Tech-Based Fan ExperienceBy means of a first-of-its-kind partnership with the Google Maps platform, Elton John followers can discover the singer’s favourite native spots.Picture: Courtesy of Google

Elton John and Google's Tech-Based Fan ExperienceFollowers click on on the map to learn why every location is particular for John, and find out about themed offers and experiences accessible at every cease.Picture: Courtesy of GoogleTo rejoice three nights of sold-out exhibits and Disney+ livestreams—together with John’s ardour for Los Angeles—the musician and his Rocket Leisure firm needed to discover a distinctive option to immerse followers in key areas from John’s illustrious profession .

Consequence? A primary-of-its-kind partnership with the Google Maps platform that lets followers discover areas just like the Troubadour Membership, Supervinyl report retailer and bookstore E-book Soup, and listen to tales about John’s historical past alongside the way in which.

“After we started to conceive of this venture, we knew we would have liked a easy, visible option to determine the exact areas of one thing that mattered to Elton,” stated Rory Newton Dunn, head of Rocket Leisure. stated in a weblog put up. “The selection to begin with a map was apparent, as a result of what higher manner for followers to immerse themselves in downtown LA than utilizing the Google Maps they’re already acquainted with and use every single day.” Huh?”

Accessible at la.eltonjohn.com, the expertise is constructed with essentially the most innovative options of the Google Maps platform – a few of which aren’t but accessible to the general public.

In an interview with BizBash, Nina Thatcher, International Head of Product Advertising and marketing, Google Maps Platform, stated, “That is Google Maps Platform’s first partnership with an artist, and we’re very excited and impressed by the expertise we created collectively. has made.” “Google and YouTube’s longstanding and deep relationship with Rocket Leisure and Elton John made for a pure collaboration on this idea.”

The way it works: Followers can click on on the map to learn why every location is particular for John, and study in regards to the offers accessible at every cease — like unique merchandise, themed meals and drinks, and even ​That is a pop-up retailer and artwork set up (scroll down for an inside have a look at that place!). There have been additionally digital and in-person scavenger hunts the place followers from everywhere in the world may enter for an opportunity to win particular prizes.

Elton John and Google's Tech-Based Fan Experience“We love how Maps makes use of our superior marker characteristic, which exhibits custom-made pins like baseballs, musical notes and hamburgers to point particular areas on the map,” Nina Thatcher, Head of Product Advertising and marketing, Google Maps Platform stated the worldwide chief.Picture: Courtesy of GoogleThis expertise takes benefit of Google Maps’ customization options, together with the Maps JavaScript API, which permits customers to customise maps with their very own content material and imagery for show on internet pages and cellular gadgets. It additionally makes use of the platform’s superior marker choices and cloud-based map styling, with enjoyable particulars marking every location, comparable to colourful pianos, musical notes, and baseballs, to evoke John’s signature fashion.

The group additionally developed what they’re calling Rocket View, a yet-to-be-released Google Maps Platform characteristic that leverages Google Earth, rendering APIs, and a number of other Google Cloud providers to venture photo-realistic, 3D movies of areas on the map. provides up. Merchandise for making movies like a drone.

Thatcher stated, “Essentially the most thrilling and difficult a part of this venture was ensuring we have been doing justice to such an iconic artist and utilizing our strategies to carry his persona and wealthy historical past to life by a digital map.” are utilizing it.” “And our favourite half was discovering the fitting methods and map kinds to do that, with all of the customization choices and options accessible within the Google Maps platform.” Elton John and Google's Tech-Based Fan ExperienceThatcher defined, “We’re excited in regards to the potential of the know-how underlying RocketView (which is how Rocket Leisure refers back to the characteristic).” “RocketView makes use of performance underneath growth, and you may keep tuned for updates!”Picture: Courtesy of Google

Thatcher envisions many extra alternatives like this to develop unimaginable immersive experiences utilizing the know-how. “For instance, final yr Cadbury used our platform to create a scavenger hunt, permitting folks to nearly conceal a Cadbury Easter egg on a map for a liked one, after which seek for the egg after figuring out its location on the map. might be delivered to the recipient’s house. ,” He stated.


Bonus: Scroll down for a peek contained in the official Elton John pop-up retailer. Elton John and Google's Tech-Based Fan ExperiencePositioned at luxurious retailer The Webster in West Hollywood, the pop-up store is a partnership between John’s group and Bravado, Common Music Group’s merchandise and model administration firm. The house, which is open by November 25, was designed by famend visible artist Sarah Coleman.Picture: Alberto Rodriguez/Picturegroup for Disney+Elton John and Google's Tech-Based Fan ExperienceThe pop-up additionally options classic Elton John-themed pinball machines and different nostalgia-inducing installations like a beaded piano, a disco chair, a chair constituted of discarded outdated T-shirts, and a floral set up by True Blue Blooms.Picture: Alberto Rodriguez/Picturegroup for Disney+Elton John and Google's Tech-Based Fan ExperienceThere may be additionally a retail aspect that includes unique gadgets together with classic T-shirts and Dodgers-inspired bomber jackets in collaboration with The Webster, Coleman and French menswear model Bluemarble.Picture: Alberto Rodriguez/Picturegroup for Disney+Elton John and Google's Tech-Based Fan ExperiencePlus the positioning options limited-edition stickers, pins, equipment, high-quality artwork prints, and greater than quite a lot of vogue labels, all impressed by the musician. Merchandise are additionally accessible on-line. “Elton John has touched all of our lives when he sang the primary tune of his beloved tune in his iconic vogue,” Laure Herriard Dubreuil, Webster’s CEO and founder, stated in an announcement. hollywood reporter, “We’re so thrilled to have the ability to carry our pop-up to life with the help of Elton John and Bravado, and are so grateful for the belief they’ve given us to do that by our distinctive lens. “Picture: Alberto Rodriguez/Picturegroup for Disney+



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