The concept was to create an innovative and immersive Virtual Reality (VR) experience to promote their 'Call of The Wild' creative campaign during Christmas 2017. VRCraftworks developed a temporary VR booth inviting groups of five consumers at a time to enter and enjoy a captivating 3-minute immersive experience. These booths were strategically placed in high footfall areas of London and Manchester for two days each, with tastemakers, journalists, and selected consumers invited to participate.
In terms of execution, VRCraftworks meticulously crafted an arctic VR environment featuring the mesmerizing northern lights. Characters were digitally modeled, textured, and animated to closely resemble the real-life actors involved in the campaign. Additionally, VRCraftworks filmed a casino scene inside the booth using real actors, presented in 360-degree VR video format. The VR application was designed to operate simultaneously on five networked machines equipped with Oculus Rift headsets.
The results were highly successful, garnering extensive coverage in both local and national press, as well as generating significant buzz on social media platforms. The activation exceeded expectations by delivering an unforgettable experience that captured widespread attention and admiration. Over the course of four days, the VR experience engaged a total of 5,044 consumers. The campaign achieved an impressive reach, with editorial coverage reaching 31 million people and social media engagement reaching 1.2 million users.
This initiative effectively demonstrated the power of VR technology in marketing campaigns, providing an interactive and memorable way for consumers to connect with the brand's 'Call of The Wild' theme. By leveraging VR, VRCraftworks not only met its objectives but also surpassed them, leaving a lasting impression on participants and audiences alike.
VRCraftworks creates immersive VR booth for 'Call of The Wild'.
Arctic environment with northern lights, realistic character modeling and animation.
Engaged 5,044 consumers, reached 31M through media, 1.2M on social.
Showcased VR's marketing potential, exceeding expectations in engagement and reach.