For the August 26 concert by DNCE on NBC's Today show, sponsor Citi distributed 8,500 branded Google Cardboard headsets in advance to Citi card members and NBC Fan Pass subscribers, and more than 1,000 headsets to attendees at New York's Rockefeller Plaza on the day of the performance. Using the viewers, fans were able to see the performance in 360-degrees, view different band members, look out at the audience, etc. In addition to the 14-minute live stream experience, users could access post-show content in virtual reality online. IM360 filmed and produced the experience.
Photo: Kevin Mazur/Getty Images for Citi