Google and NME are giving music fans the chance to experience one of Britain’s most iconic music landmarks, Abbey Road Studios. 80,000 Google Cardboard virtual reality viewers will be distributed for free across the UK alongside the magazine to be used with Google’s stunning virtual reality app Inside Abbey Road. The campaign will be supported with cross-platform content across print, digital and social and is the first time Google has distributed the virtual reality viewers for free at this scale in the UK.

Google Cardboard and the app will be promoted and distributed through co-branded and designed distribution stands in key London locations, regional stations and universities throughout the UK. Cardboard viewers will also be available with copies of NME at pop-up distribution points outside live music events, shopping areas and social spaces.

Google will also be bringing the campaign to life by recreating the iconic Studio 2, made famous for so many Beatles recordings, at an experiential installation in London’s King’s Cross Station from 29 September to 01 October.

Romano Sidoli, managing director of Time Inc. UK’s Innovation Group, adds: “We want to give our audience the latest in music experiences and this partnership is another way we can do that. NME’s distribution can unlock our audience for partners and get products in their hands. Acting as a gateway to discovery, this partnership gives our audience the chance to try exciting technology that is augmenting our experiences.”   

In print, NME is running a four-page spread that talks readers through the Inside Abbey Road VR experience and the history of the legendary studios. The feature also includes an interview with Giles Martin, the voice behind the app and online experience; explores how VR is changing the music industry; and gives readers the lowdown on what VR apps to download now. Popular franchise ‘What’s on your Headphones’ will become ‘What’s on your Cardboard’ in the 14 October issue, finding out which VR apps 18-34 year-olds are escaping reality with right now.