Mid May saw Bud Light launch a VR football initiative called ‘Seats Of Glory’ that offered US soccer supporters in Las Vegas an opportunity to virtually experience a game 1500 miles away.
Using immersive, virtual reality technology, the beer brand procured four seats from Mexico City’s famed Estadio Azteca (a world famous football ground that is the only stadium to host two FIFA World Cup finals) for fans to sit in whilst wearing a VR headset to watch a live game between Club América and Cruz Azul.
These ‘Seats of Glory’ are linked to four seats at ‘Beerhaus’ (a beer hall on the Las Vegas Strip), so four distant (over 21) fans could watch the Liga MX playoff match via a VR headset.
The in-bar campaign, which was created by creative agency Wieden+Kennedy and the 3PM Agency, saw Bud Light parent company AB InBev activate its partnership with Liga MX and then amplify it through social video and digital PR.
Comment:
This Bud Light’s VR experience at Beerhaus certainly added an extra experience to those fans who had headed to the Las Vegas bar to watch the match and by letting multiple fans try out the headsets in such a social physical setting the VR experience was less isolating than viewing through a headset at home.
After all, whilst exciting and immersive, VR headsets can also be solitary and anti-social (as well as expensive).
The isolating nature of VR viewing runs counter to the typically socially led live sports viewing experience and ways to mix the two are always welcome.
VR hasn’t exploded in the way that many had predicted and the isolation issue is often cited is one of the reason (along with pricey products).
So tech companies, rights holders, gamers and entertainment brands are all seeking alternative VR strategies that offer the fantastic experience in a more social environment.
This idea of off-site, tech led live football experiences isn’t entirely new.
In fact, as long ago as 2014 Manchester United and Google+ teamed up for ‘Front Row (see case study).
Links:
Bud Light
https://www.instagram.com/budlight/
https://www.facebook.com/BudLight
Liga MX
Wieden+Kennedy
Leave a comment
You must be logged in to post a comment.