Wunderman Thompson APAC
Thu, 21 May 2015 03:47:25 GMT
Mirum launched one of Vietnam’s first Oculus Rift brand experiences, connecting PepsiCo International’s Sting Energy Drink with the country’s young consumers in a campaign that drew over 4,000 people to two events in Ho Chi Minh City and Hanoi.
To help Sting cast participants for Amazing Race Vietnam while promoting the drink’s brand message, “Switch on your inner energy, switch on life”, Mirum created a digital installation that combined Oculus Rift virtual reality technology with Microsoft’s Kinect to create a virtual 3D race game experience.
Participants donned the Oculus Rift headset, hopped on a specialized treadmill and raced down a virtual street, leaning to avoid obstacles and collecting bottles and cans of Sting, which allowed them to power up on energy and beat the race.
The campaign, called “Switch on the Race”, kicked off with an activation at Hanoi’s Thong Nhat Park on May 9 that attracted 1,000 people, then moved to Ho Chi Minh City’s Nguyen Du Stadium on May 17, drawing another 3,000 participants.
For Sting, which has sponsored The Amazing Race Vietnam for the past two years, the campaign helped create excitement around the franchise while offering the energy drink’s target, young consumers to participate with the brand in an innovative, engaging way.
“Our innovation team had a lot of fun combining the technology of the Oculus Rift and the Microsoft Kinect to create a virtual reality experience that is very new for this market. It was a great way to leverage innovative technology to deliver the brand’s message: every day is a race and Sting is there to help people switch on their inner energy,” said Ly Viet Vu, managing director of Mirum Vietnam.
“This is an example of our continuing progress of creating new digital innovative ideas that brings new real life experiences combined with our digital online marketing work that we do.”