Capturing the excitement of a U2 concert.

National Geographic collaborated with Threespot to promote U2 3D, the first live-action film shot in digital 3D. Filmed with nine pairs of 3D cameras and cut from over 700 hours of footage, U2 3D was at the forefront of the wave of 3D films in theaters today. Threespot wanted to ramp up anticipation for its release and generate viral buzz by creating a website that felt as big as the film itself, capturing the 3D experience on a 2D computer screen. The resulting website mimics the ambiance of a U2 concert, putting fans right in the arena where they can learn about the making of the film, buy merchandise, and look up theaters.

Threespot also developed an accompanying widget that syndicated new, ongoing video content. Users could embed the widget into their blogs, Facebook pages, and other social media to spread the word. Because U2 wanted to reward their most loyal fans (the ones with paid subscriptions to U2.com), Threespot built an “Easter egg” that subscribers could click to reveal a password, giving fans backstage access to video content on the widget that other users couldn’t view.

Both National Geographic and U2’s band management were thrilled with the final products, which were key tools for marketing the film’s wide release. The website received additional publicity during the 2008 Sundance Film Festival.